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Understanding location-based services users’ privacy concern: An elaboration likelihood model perspective

Tao Zhou (School of Management, Hangzhou Dianzi University, Hangzhou, China)

Internet Research

ISSN: 1066-2243

Article publication date: 5 June 2017




The purpose of this paper is to draw on the elaboration likelihood model to examine location-based services (LBS) users’ privacy concern.


Based on the 266 valid responses collected from a survey, structural equation modeling was employed to examine the research model.


The results indicated that privacy concern receives a dual influence from both central cues and peripheral cues. Central cues include privacy policy and information quality, whereas peripheral cues include reputation and privacy seals. Privacy control moderates the effects of privacy policy and privacy seals on privacy concern.

Research limitations/implications

The results imply that service providers need to consider both central and peripheral cues in order to mitigate users’ privacy concern associated with using LBS.


Although previous research has found the effect of privacy concern on user adoption of LBS, it has seldom examined the influence processes of external factors on privacy concern. This research tries to fill the gap.



This work was supported by Zhejiang Provincial Social Science Foundation (17NDJC051YB), the National Natural Science Foundation of China (71371004), NSFC-Zhejiang Joint Fund for the Integration of Industrialization and Informatization (U1509220), and the Research Center of Information Technology & Economic and Social Development in Zhejiang Province.


Zhou, T. (2017), "Understanding location-based services users’ privacy concern: An elaboration likelihood model perspective", Internet Research, Vol. 27 No. 3, pp. 506-519.



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