Personalization-Privacy Paradox in Using Mobile Health Services

Sara Klossner, Hadi Ghanbari, Matti Rossi, Lill Sarv

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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The rapid growth of the population and the increase in life expectancy put intense pressure on the healthcare systems worldwide. Mobile health applications (m-health apps) have the potential to help ease the situation by offering highly personalized services that empower individuals to take better care of their health. To reach their full potential, m-health apps must continuously gather personal health data from users, which leads to privacy concerns. We study the influence of users’ privacy concerns on their intention to disclose personal health data to m-health apps. Using an online survey and conducting SEM-PLS, we show that a personalization-privacy paradox is present in the context of m-health apps. While respondents claim to have privacy concerns about using m-health apps, their concerns did not negatively affect their self-disclosure intentions nor their behavioral intention. Our results show that the magnitude of personalization-privacy paradox is influenced by demographic factors especially gender and age.
Original languageEnglish
Title of host publicationECIS 2023 Proceedings
PublisherAssociation for Information Systems
Number of pages16
ISBN (Electronic)978-1-958200-08-7
Publication statusPublished - 11 May 2023
MoE publication typeA4 Conference publication
EventEuropean Conference on Information Systems - Kristiansand, Norway
Duration: 11 Jun 202316 Jun 2023
Conference number: 31

Publication series

NameEuropean Conference on Information Systems
ISSN (Print)2184-1934


ConferenceEuropean Conference on Information Systems
Abbreviated titleECIS
Internet address


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  • Travel grant

    Ghanbari, Hadi (Recipient), 26 Apr 2023

    Prize: Granted funding (personal grants)

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