Consumer personality, privacy concerns and usage of location-based services (LBS)

Soo, Shen Hin and Tan, Madeline Tanamal Ka Yen and Ho, Ju Yi and Low, Wen Ling and Maryam Muhammad Yahya, and Ho, Jessica Sze Yin * (2015) Consumer personality, privacy concerns and usage of location-based services (LBS). Journal of Economics, Business and Management, 3 (10). p. 961. ISSN 2301-3567 (Submitted)

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This paper examines the effects of the Big Five personality traits on concern for information privacy (CFIP) and the effects of the formulated concern for information privacy towards perceived risk, which in turn determine location-based services (LBS) usage intention. Data for this research was collected from 291 users and non-users of LBS. Result from Pearson correlation analysis indicated significant relationships exist between: (1) extraversion, and openness with collection; (2) extraversion, conscientiousness, and openness with improper access; (3) extraversion, conscientiousness, and openness with errors; (4) agreeableness, neuroticism, and openness with secondary use. All four dimensions of CFIP are found to have a significant direct relationship with perceived risk of using LBS. Implications for research and practice for location-based service providers are discussed.

Item Type: Article
Additional Information: Last author is with the Dept. of Business and Marketing, Sunway University Business School
Uncontrolled Keywords: Information privacy; consumer behaviour; location-based services (LBS); digital-marketing.
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing]
Depositing User: Ms. Molly Chuah
Related URLs:
Date Deposited: 02 Apr 2015 15:55
Last Modified: 25 Apr 2019 07:19

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