Mesure du paradoxe « Privacy/Personalization » dans l’usage des smartphones

Jean‐pierre Tang‐taye (), Eric Benedetto () and Stéphane Bourliataux-Lajoinie ()
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Jean‐pierre Tang‐taye: IAE La Réunion - Institut d'Administration des Entreprises - La Réunion - UR - Université de La Réunion
Stéphane Bourliataux-Lajoinie: Institut d'Administration des Entreprises (IAE) - Tours

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Abstract: This paper is a proposition for the measurement of the « privacy/personalization » paradox in Smartphones usage. By using a structural equation model and Amos, personalization is seen as a latent variable opposing in one hand privacy, dependence and trust (positively), on the other hand, security (negatively). The findings open a door to a better understanding of smarthpones users and theirs behaviors by confronting their increasing addiction to technology and their concerns, if any, on privacy.

Keywords: personalization; structural equation; Amos; personnalisation; smartphone; privacy (search for similar items in EconPapers)
Date: 2016-05-18
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Published in Congrès Annuel de l'Association Française du marketing, AFM; IAE Lyon, May 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01654440

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