Abstract
With a gigantic growth in internet and application usage, especially with the use of smartphones, ‘privacy' concerns reverberates and dealing with privacy issues from such an arena is a new task for many researchers. This wide usage of mobile application and internet opens up Pandora's box – ‘privacy concerns'. This paper tries to understand the privacy concern hovering among pregnant women. The study found that education, mHealth literacy, mobile app usage, and employment is a robust predictor of HIPC. However, age, social-economic status, maternity benefit scheme membership, pregnancy apps usage, mobile spending, mobile basic services usage does not play a significant role in HIPC. Overall, the results suggest that as users' awareness level on privacy policies and issues increase, privacy concern decreases.
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