Individual costs and societal benefits: the privacy calculus of contact-tracing apps
Purpose During 2020, governments around the world introduced contact-tracing apps to fight the COVID-19 pandemic. In order for contact-tracing apps to be efficient tools in combatting pandemics, a significant proportion of the population has to install it. However, in many countries, the success of...
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Published in | The Journal of consumer marketing Vol. 40; no. 2; pp. 171 - 180 |
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Main Authors | , |
Format | Journal Article |
Language | English |
Published |
Santa Barbara
Emerald Publishing Limited
07.02.2023
Emerald Group Publishing Limited |
Subjects | |
Online Access | Get full text |
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Summary: | Purpose
During 2020, governments around the world introduced contact-tracing apps to fight the COVID-19 pandemic. In order for contact-tracing apps to be efficient tools in combatting pandemics, a significant proportion of the population has to install it. However, in many countries, the success of apps introduced during the COVID-19 pandemic has been limited due to lack of public support. This paper aims to better understand why consumers seem unwilling to install and use a contact-tracing app.
Design/methodology/approach
In this study, the authors test a number of determinants hypothesized to influence acceptance of contact-tracing apps based on the theory of privacy calculus (Dinev and Hart, 2006). Both perceived privacy concerns, as well as perceived hedonic, utilitarian and pro-social benefits are included. The hypotheses are tested through SEM analysis on a representative sample of 1,007 Swedish citizens.
Findings
The results indicate significant privacy concerns with using contact-tracing apps. However, this is to some extent offset by perceived hedonic and pro-social positive consequences of using the app. This study further shows that a general positive attitude towards innovation increases acceptance of the app.
Originality/value
The study contributes to research on consumer privacy, both in general in its application of the calculus model but also specifically in the context of contact-tracing apps. Moreover, as the results highlight which aspects that are important for consumers to accept and install an app of this kind, they also represent an important contribution to policymakers in countries around the world. |
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ISSN: | 0736-3761 2052-1200 0736-3761 |
DOI: | 10.1108/JCM-03-2021-4559 |