The smart wearables-privacy paradox: A cluster analysis of smartwatch users

Hyunjin Kang and Eun Hwa Jung

Behaviour and Information Technology, 2021, vol. 40, issue 16, 1755-1768

Abstract: Smart wearables are revolutionising how users communicate and acquire information. Yet, the user benefits of smart wearables largely depend on the devices’ ability to collect and analyze a large amount of user data, shaping smart wearables-privacy paradox. The current study explores user responses to the smart wearables-privacy paradox through a survey with smartwatch users (N = 494). Using a cluster analysis method, we identified three distinct groups of smartwatch users – ambivalent, benefit-oriented, and neutral – based on their responses to the smart wearables-privacy paradox. The ambivalent users, who exhibit high levels of both perceived benefit and privacy concerns, were the largest group, followed by benefit-oriented, and neutral groups. We found that the ambivalent users, compared to the benefit-oriented users, tend to be young, male and highly educated, and to show high levels of technology self-efficacy and smartwatch usage. However, the ambivalent users displayed less positive attitudes and a lower continued intention of using the smartwatches than the benefit-oriented users.

Date: 2021
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DOI: 10.1080/0144929X.2020.1778787

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