The Effect of Privacy Concerns on Smartphone App Purchase in Malaysia: Extending the Theory of Planned Behavior

Zakariya Belkhamza, Mohd. Adzwin Faris Niasin

Abstract


The rise of m-commerce has brought the intention to the privacy concerns among mobile users, and studies showed that it is an important factor that affects attitude and intention to purchase smartphone apps. The objective of this paper is to investigate the issue of privacy concerns on the attitude and purchasing intention among Malaysian smartphone users. This paper employed the Theory of Planned Behavior (TPB) to investigate the role of privacy concerns in influencing the decision making process. The paper provides significant insights on the issue of privacy concerns in the usage of smartphones which can help developers such as Google and Apple to improve their apps stores to provide better protection for users’ privacy and security in Malaysia.


Keywords


privacy concerns, purchase intention, theory of planned behavior

Full Text:

PDF



International Journal of Interactive Mobile Technologies. ISSN: 1865-7923
Creative Commons License SPARC Europe Seal
Indexing:
ELSEVIER Scopus logo INSPEC logoDBLP logoEBSCO logoUlrich's logoMicrosoft® Academic Search