Abstract
Despite people’s concerns over privacy leakage in the Internet of Things (IoT), the needs for personalized IoT services are increasing, creating a conflicting phenomenon viewed as the personalization–privacy (P–P) paradox. This study proposes a research model that utilizes dual-factor theory to investigate the P–P paradox in IoT. It aims to analyze the impact of the dual factor—personalization and privacy concerns related to IoT services—on the intention to use IoT. Further, the model includes four-dimensional motivated innovativeness and previous privacy-invasion experience as key antecedents of the dual factor. Particularly, this study examines the moderating effects of the type of IoT service and user value on the relationship between dual factor and usage intention. Data were collected using a web-based survey. The results showed that personalization had a significant impact on the intention to use IoT, whereas privacy concerns did not. The effects of all antecedents except social innovativeness were significant. The P–P paradox phenomenon appeared differently depending on the type of IoT service and user value. This study contributes to gaining a better understanding of the factors that influence the increase in IoT usage in terms of both protecting and appropriately using personal information for IoT services.
Highlights
The proposed model was tested using structural equation modeling supported by partial least squares (PLS), SmartPLS version 3.3.3, which has been widely used in prior research and supports simultaneous testing of the measurement and structural models [79]
The convergent validity and reliability of the measurement model were evaluated by examining item-construct loading, composite reliability (CR), Cronbach’s alpha, and average variance extracted (AVE) [80]
Based on the dual-factor theory, this study empirically investigated the causes of people’s usage, and other consequent phenomena, in relation to Internet of Things (IoT) services
Summary
Academic Editors: Sara Shirowzhan and Willie Tan. Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. With the development of Internet of Things (IoT) technologies, our society is evolving into a hyper-connected society. In IoT environments, people and their surrounding objects are connected through sensors and communication networks to exchange information and interact, creating new value. By 2025, more than 75 billion objects, a nearly threefold increase from 2019, are expected to be connected [1], and the IoT market size is forecasted to increase to more than $1 trillion by 2030 [2]. IoT is expected to enhance human life and bring innovations to various industries
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