Exploring privacy paradox in contact tracing apps adoption

• Published in: Internet research Vol. 32; no. 5; pp. 1725 - 1750
• Main Authors: Duan, Sophia Xiaoxia, Deng, Hepu
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 07.09.2022; Emerald Group Publishing Limited
• Subjects: Calculus; Community Benefits; Contact tracing; Coronaviruses; COVID-19; Disease control; Disease transmission; Emergency management; Guidelines; Information Security; Information sharing; Literature reviews; Multivariate statistical analysis; Pandemics; Paradoxes; Personal information; Privacy; Risk perception; Social Networks; Technology adoption; Australia; Contact tracing apps; Privacy calculus; Technology adoption; Perceived privacy risk; Perceived benefit; Personal innovativeness; Trust
• ISSN: 1066-2243; 2054-5657
• DOI: 10.1108/INTR-03-2021-0160

PurposeUnderstanding the privacy concerns of individuals in the adoption of contact tracing apps is critical for the successful control of pandemics like COVID-19. This paper explores the privacy paradox in the adoption of contact tracing apps in Australia.Design/methodology/approachA comprehensive review of the related literature has been conducted, leading to the development of a conceptual model based on the privacy calculus theory and the antecedent-privacy concern-outcome framework. Such a model is then tested and validated using structural equation modelling on the survey data collected in Australia.FindingsThe study shows that perceived benefit, perceived privacy risk and trust have significant influences on the adoption of contact tracing apps. It reveals that personal innovativeness and trust have significant and negative influences on perceived privacy risk. The study further finds out that personal innovativeness is insignificant to perceived benefit. It states that perceived ease of use has an insignificant influence on perceived privacy risk in the adoption of contact tracing apps.Originality/valueThis study is the first attempt to use the privacy calculus theory and the antecedent–privacy concern–outcome framework for exploring the privacy paradox in adopting contact tracing apps. This leads to a better understanding of the privacy concerns of individuals in the adoption of contact tracing apps. Such an understanding can help formulate targeted strategies and policies for promoting the adoption of contact tracing apps and inform future epidemic control through effective contact tracing for better emergency management.