The Intention to Provide Personal Information among Location-Based Matjib App Service Users: A Privacy Calculus Perspective

With the growth of the mobile app market. These days, matjib apps have become popular among people and people usually use them to search for useful information related food and restaurants. To increase the use of matjib apps, this study examined the key factors that effected users' intention to provide personal information via matjib apps. Overall, using privacy calculus theory, this study examined the relationships that influenced the trade-off decision of benefits, risk, and intention to provide personal information. Furthermore, we tried to figure out the relationships between privacy concerns and its antecedents: also between perceived vulnerability and response efficacy. For empirical analysis, a survey was conducted on users who had used experience matjib apps at least once a week. The results suggest that to increase the use of matjib apps, more attention should be given to personalization, privacy concerns, and response efficacy. Also, managerial strategies should be set up and oriented as mentioned earlier.