Mesure du paradoxe « Privacy/Personalization » dans l’usage des smartphones

Abstract : This paper is a proposition for the measurement of the « privacy/personalization » paradox in Smartphones usage. By using a structural equation model and Amos, personalization is seen as a latent variable opposing in one hand privacy, dependence and trust (positively), on the other hand, security (negatively). The findings open a door to a better understanding of smarthpones users and theirs behaviors by confronting their increasing addiction to technology and their concerns, if any, on privacy.
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Jean‐pierre Tang‐taye, Eric Benedetto, Stéphane Bourliataux-Lajoinie. Mesure du paradoxe « Privacy/Personalization » dans l’usage des smartphones. Congrès Annuel de l'Association Française du marketing, AFM; IAE Lyon, May 2016, Lyon, France. ⟨hal-01654440⟩

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