1.
Stephen L. Baglione
– Professor of Marketing and Quantitative Methods, Saint Leo University, United States.
2.
Louis A. Tucci
– Professor of Marketing and Quantitative Methods, Saint Leo University, United States.
Abstract
We studied the importance of online privacy of personal data and security on smartphone apps among undergraduate students.
In latent class regression analysis, our independent variables were gender, app usage, and knowledge. A two-cluster solution
found evidence of the privacy paradox. Privacy was important, but they spent significant time in location-based apps, which
gather data about them and erode their privacy. In both clusters, knowledge, as measured through studying, positively related to
privacy concerns. Surprisingly, gender was not statistically significant.
