The adoption of smart services: do privacy concerns, trust in benevolence and usage experience matter?

The adoption of smart services: do privacy concerns, trust in benevolence and usage experience matter?
Catherine Viot, Charlotte Lecuyer, Caroline Bayart, Agnès Lancini
Journal of Consumer Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this research is to investigate the influence of service provider benevolence trust and privacy concerns on the intention to adopt smart services (SS), in line with the privacy paradox. It also seeks to analyze the role of smart connected product (SCP) usage, between current and potential users.

The study specifically focuses on one type of SS: smart-connected car insurance based on the “pay as you drive” and/or “pay how you drive” principle. Data were collected through an online survey of 362 French drivers. Hypotheses are tested using structural equation modeling and a multigroup confirmatory factor analysis.

The results show that trust in the benevolence of the service providers positively influences the intention to adopt SS, regardless of how familiar consumers are with SCP. Conversely, privacy concerns have a negative impact on such intention, but this effect only occurs among consumers who already own SCP.

From a managerial perspective, this research could help service providers to successfully develop and promote SS, by establishing a relationship based on benevolence and transparency regarding the use of personal information. In addition, managers should promote SS differently when addressing SCP users, seeking to reassure them or avoid addressing privacy concerns.

Our study adds to the privacy paradox theoretical framework by empirically analyzing drivers of SS adoption. It highlights the key but distinct roles of privacy concerns and benevolence trust.

​The purpose of this research is to investigate the influence of service provider benevolence trust and privacy concerns on the intention to adopt smart services (SS), in line with the privacy paradox. It also seeks to analyze the role of smart connected product (SCP) usage, between current and potential users. The study specifically focuses on one type of SS: smart-connected car insurance based on the “pay as you drive” and/or “pay how you drive” principle. Data were collected through an online survey of 362 French drivers. Hypotheses are tested using structural equation modeling and a multigroup confirmatory factor analysis. The results show that trust in the benevolence of the service providers positively influences the intention to adopt SS, regardless of how familiar consumers are with SCP. Conversely, privacy concerns have a negative impact on such intention, but this effect only occurs among consumers who already own SCP. From a managerial perspective, this research could help service providers to successfully develop and promote SS, by establishing a relationship based on benevolence and transparency regarding the use of personal information. In addition, managers should promote SS differently when addressing SCP users, seeking to reassure them or avoid addressing privacy concerns. Our study adds to the privacy paradox theoretical framework by empirically analyzing drivers of SS adoption. It highlights the key but distinct roles of privacy concerns and benevolence trust. Read More