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This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing.

The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method.

The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets.

This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.