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Gender Differences in the Effect of Privacy on Location-Based Services Use on Mobile Phones

More and more businesses implement location-based services (LBS) to attract consumers to purchase their products or services. However, using LBS may pose privacy concerns for consumers. An understanding of what drives consumers to use LBS on their mobile phones and how privacy concerns may prevent them from using would help marketers promote LBS services more effectively. We augmented the technology acceptance model with privacy concerns and subjective norms. Specifically, we investigated the influence of privacy concerns on consumers’ behavioral intentions to use LBS and to spread positive word-of-mouth about LBS. In addition, we also investigate gender differences in the effect of privacy concerns on the outcome measures. The research model was tested using data collected from an online survey of 563 LBS users. The results indicate significant gender differences and that privacy concerns negatively affected intention to spread positive word-of-mouth among females only. Practical implications and theoretical contributions are discussed.