• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2015 > Volume 3 Number 10 (Oct. 2015) >
JOEBM 2015 Vol.3(10): 961-966 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2015.V3.316

Consumer Personality, Privacy Concerns and Usage of Location-Based Services (LBS)

Soo Shen Hin, Tan Ka Yen Madeline Tanamal, Ho Ju Yi, Low Wen Ling, Maryam Muhammed Yahya, and Jessica Sze Yin Ho

Abstract— 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.

Index Terms— Information privacy, consumer behaviour, location-based services (LBS), digital-marketing.

The authors are with the Sunway University Business School, Malaysia (e-mail: jessicah@sunway.edu.my).

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Cite: Soo Shen Hin, Tan Ka Yen Madeline Tanamal, Ho Ju Yi, Low Wen Ling, Maryam Muhammed Yahya, and Jessica Sze Yin Ho, " Consumer Personality, Privacy Concerns and Usage of Location-Based Services (LBS)," Journal of Economics, Business and Management vol. 3, no. 10, pp. 961-966, 2015.

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