The role of personalized services and control: An empirical evaluation of privacy calculus and technology acceptance model in the mobile context

The past few years have witnessed an explosive growth in the use of smartphones. Such widespread use brings with it concerns over the protection of privacy. Building upon existing privacy concern literature, this study has developed a theoretical framework that combines a privacy calculus model with a technology acceptance model (TAM) in the mobile application context. Also examined is the role of personalized services and users’ perceived...