Privacy Concerns and Smartphone App Purchase Behavior in Malaysia

Abstract

The online privacy concerns remain a top priority for every smartphone users, specifically those involved in mobile purchase activities. Studies showed that it is an important factor that affects attitude and intention to purchase smartphone apps. Although there are significant number of theories and research on the effect of privacy concerns on purchase intention in the general concepts on information systems and e-commerce, there is little evidence if the results of these findings still hold true in the mobile technology context. The objective of this chapter is to investigate the issue of privacy concerns on the attitude and purchasing intention among Malaysian smartphone users. This chapter investigates the role of privacy concerns in influencing the decision-making process. The chapter 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.