Do Privacy Concerns Matter? How Privacy Perceptions and Brand Trust Drive Smartphone Continual Usage Intentions

Smartphones provide consumers with many benefits yet often pose inherent risks to individual privacy. As a consequence, many users have developed privacy concerns regarding their devices. Yet, many smartphone users also trust their smartphone brands and continually use their devices. To investigate the relationships between privacy perceptions, brand trust and continual usage, this research conducted a quantitative cross-sectional survey. Participants were asked about their privacy perceptions, brand trust and continual usage intentions. The data was analyzed using partial least squares structural equation modelling and a Bayesian network. The results reveal that privacy risks, concerns and prior privacy invasion experience are offset by perceptions of privacy control, disclosure value and benefits. Device manufacturers are advised to improve brand trust by ensuring their users have high perceptions of disclosure value, benefits and control which in turn can mitigate even high levels of privacy risk and invasion experience.