Proposition d'une échelle de perception de la vie privée sur les smartphones

Abstract : Perception of privacy on smartphones: a proposed scale Abstract The smartphone takes such a place that it may be seen as an extension of the memory and social life of mobile users called " mobinautes " in France with over 40 million of customers. This interconnection between data exchange and privacy leads to a complex marketing challenge where the borders are not clearly measurable. By using a symbiotic approach the paper develops a measuring scale focused on privacy and highlights the need for a multidimensional view with innovation, utility, dependence and added value as additional constructs. Through a structural model data analysis using SPSS and AMOS the findings suggest some implications in marketing strategy likely to interest network mobile phone providers and further academic research.
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Eric Benedetto, Jean‐pierre Tang‐taye, Stéphane Bourliataux‐lajoinie. Proposition d'une échelle de perception de la vie privée sur les smartphones. International Marketing Trends Conference, Jan 2016, Venice, Italie. ⟨hal-01653843⟩

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