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COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior

The COVID-19 pandemic has changed lives in an unprecedented way. The most notable and urgent requirement to combat the epidemic was to transform the way human interacts with each other. The adherence to maintaining social distance has given an upsurge to the increased usage of mobile app users. This...

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Autores principales: Bano, Sobia, Sarfraz, Usama, Salameh, Anas A., Jan, Amin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9191572/
https://www.ncbi.nlm.nih.gov/pubmed/35707643
http://dx.doi.org/10.3389/fpsyg.2022.836060
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author Bano, Sobia
Sarfraz, Usama
Salameh, Anas A.
Jan, Amin
author_facet Bano, Sobia
Sarfraz, Usama
Salameh, Anas A.
Jan, Amin
author_sort Bano, Sobia
collection PubMed
description The COVID-19 pandemic has changed lives in an unprecedented way. The most notable and urgent requirement to combat the epidemic was to transform the way human interacts with each other. The adherence to maintaining social distance has given an upsurge to the increased usage of mobile app users. This change in human interaction for fulling their basic to social to work needs through the intervention of app usage has led to privacy concerns by users. By keeping in view the changing dynamics of the way society works, this study is an endeavor to investigate gender differences of ad intrusive and privacy concerns on app usage behavior. Employing a quantitative research design, 371 respondents were surveyed using through an online structured questionnaire. Data were analyzed by using partial least square structural equation modeling (PLS-SEM). Results suggest that advertising intrusiveness and privacy concerns are significant in determining the consumer’s attitude toward App usage, and a positive attitude toward App usage results in App usage behavior. However, gender’s moderating role in attitude toward app usage and app usage behavior is insignificant for this study. The study provides a more comprehensive understanding and complements prior insights on ads intrusiveness and privacy concerns toward app usage.
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spelling pubmed-91915722022-06-14 COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior Bano, Sobia Sarfraz, Usama Salameh, Anas A. Jan, Amin Front Psychol Psychology The COVID-19 pandemic has changed lives in an unprecedented way. The most notable and urgent requirement to combat the epidemic was to transform the way human interacts with each other. The adherence to maintaining social distance has given an upsurge to the increased usage of mobile app users. This change in human interaction for fulling their basic to social to work needs through the intervention of app usage has led to privacy concerns by users. By keeping in view the changing dynamics of the way society works, this study is an endeavor to investigate gender differences of ad intrusive and privacy concerns on app usage behavior. Employing a quantitative research design, 371 respondents were surveyed using through an online structured questionnaire. Data were analyzed by using partial least square structural equation modeling (PLS-SEM). Results suggest that advertising intrusiveness and privacy concerns are significant in determining the consumer’s attitude toward App usage, and a positive attitude toward App usage results in App usage behavior. However, gender’s moderating role in attitude toward app usage and app usage behavior is insignificant for this study. The study provides a more comprehensive understanding and complements prior insights on ads intrusiveness and privacy concerns toward app usage. Frontiers Media S.A. 2022-05-30 /pmc/articles/PMC9191572/ /pubmed/35707643 http://dx.doi.org/10.3389/fpsyg.2022.836060 Text en Copyright © 2022 Bano, Sarfraz, Salameh and Jan. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Bano, Sobia
Sarfraz, Usama
Salameh, Anas A.
Jan, Amin
COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title_full COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title_fullStr COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title_full_unstemmed COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title_short COVID-19 Paradox: The Role of Privacy Concerns and Ad Intrusiveness on Consumer’s Attitude Toward App Usage Behavior
title_sort covid-19 paradox: the role of privacy concerns and ad intrusiveness on consumer’s attitude toward app usage behavior
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9191572/
https://www.ncbi.nlm.nih.gov/pubmed/35707643
http://dx.doi.org/10.3389/fpsyg.2022.836060
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