Location Privacy Apprehensions in Location-Based Services Among Literate and Semi-literate Users

Personalized services provided by Location Based Services (LBS) are becoming increasingly prevalent to the large population of semi-literate users living in emerging economies due to the low costs and ubiquity. However, usage of LBS is still threatened by location privacy threats as it keeps track of the individuals’ location. Studies typically only addressed how to mitigate location privacy apprehensions for the literate users and not the semi-literate users. To fill that gap and better understand location privacy apprehensions among different communities, this study draws upon theories of Restrict Access/Limited Control and Familiarity to identify the antecedents of location privacy apprehensions related to personalized services provided by LBS and user literacy. The proposed research model is empirically tested in a laboratory experiment. The findings show that the different types of LBS do affect the degree of location privacy apprehensions between the literate and semi-literate users. Implications for enhancing usage intentions and mitigating location privacy apprehensions for different types of mobile applications are discussed.