Do Privacy Concerns Matter in Adoption of Location-based Smartphone Applications for Entertainment Purposes : A Study Among University Students in Sweden
Sammanfattning: Adoption of location-based services (LBS) was for a long time below expectations, and most of the studies attribute it to privacy concerns of users. However, many new LBS applications are currently among the most downloaded application for smartphones, particularly entertainment applications. Therefore, this research aims to find out whether privacy concerns still matter to users and to explore the role of the privacy in the adoption of LBS entertaining applications. The adopted methodology is qualitative research and data are collected through interviews and additional information from the smartphones ofparticipants. Ten individuals among university students at Linnaeus University in Sweden are selected for this research, and this sample choice is per their experience with two selected LBS entertaining applications, Pokémon Go and Tinder. As a result, six themes have been recognized to answer the research questions. Low privacy concerns about location information, especially in entertainment applications with negligible effect on adoption have been identified. However, author of this research suggests, that developers of LBS entertaining applications should care for retaining their credibility because it can have an impact on the adoption of their LBS services.
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