67
information in cloud-based mobile applications and found that privacy
concerns reduced willingness to disclose information, whereas perceived
usefulness of the apps and perceived trustworthiness both positively influenced willingness to disclose (Nikkhah and Sabherwal 2017), thereby supporting the use of PCT in this context. The second study focused on
consumers’ intentions to continue use of cloud-based mobile applications
and found that security and privacy interventions reduce privacy concerns
and increase trust, and privacy and security concerns both indirectly influence willingness to continue to use apps through trust (Nikkhah et al.
2018), furthering support for PCT. These studies support the potential of
privacy theories to advance our understanding of the role of privacy in this
context and point to the need to further leverage this rich theoretical base.
4.4 enhancIng prIvacy perceptIonS In the cloud
The focus of much of the privacy literature in the cloud domain has been
on technical measures to secure data to enhance security in the hope of
negating privacy issues. These are discussed further in Chap. 7 of this
book. These studies focus on reviewing the efficacy of measures such as
different approaches and anonymisation mechanisms (Sonehara et al.
2011). Recent works have also highlighted important security considerations in emerging cloud contexts such as IoT, stressing the need to consider secure communications, data identification measures, and certification
approaches for example (Singh et al. 2015).
Drawing from the existing research in the cloud context and the
broader privacy literature, it can be argued that organisations need to
address three related consumer perceptions; (1) control (2) awareness and
(3) trust. The first two perceptions relate specifically to privacy concern
while the third represents a broader perception of the technology (as discussed in detail in Chap. 1). All three consumer perceptions can negatively
influence individuals’ willingness to adopt new technologies (Li 2012)
and as such, represent an important barrier to the continued success of
cloud computing.
Perceived control is a primary concept within the information privacy
literature. However, it is important to note that privacy and control are
conceptually distinct (Laufer and Wolfe 1977) and negatively correlated.
Control is a perception based variable and has been defined as an individual’s beliefs in their ability to manage the collection and use of their personal data (Xu et al. 2011). In the cloud context, it has been noted that
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…
information in cloud-based mobile applications and found that privacy
concerns reduced willingness to disclose information, whereas perceived
usefulness of the apps and perceived trustworthiness both positively influenced willingness to disclose (Nikkhah and Sabherwal 2017), thereby supporting the use of PCT in this context. The second study focused on
consumers’ intentions to continue use of cloud-based mobile applications
and found that security and privacy interventions reduce privacy concerns
and increase trust, and privacy and security concerns both indirectly influence willingness to continue to use apps through trust (Nikkhah et al.
2018), furthering support for PCT. These studies support the potential of
privacy theories to advance our understanding of the role of privacy in this
context and point to the need to further leverage this rich theoretical base.
4.4 enhancIng prIvacy perceptIonS In the cloud
The focus of much of the privacy literature in the cloud domain has been
on technical measures to secure data to enhance security in the hope of
negating privacy issues. These are discussed further in Chap. 7 of this
book. These studies focus on reviewing the efficacy of measures such as
different approaches and anonymisation mechanisms (Sonehara et al.
2011). Recent works have also highlighted important security considerations in emerging cloud contexts such as IoT, stressing the need to consider secure communications, data identification measures, and certification
approaches for example (Singh et al. 2015).
Drawing from the existing research in the cloud context and the
broader privacy literature, it can be argued that organisations need to
address three related consumer perceptions; (1) control (2) awareness and
(3) trust. The first two perceptions relate specifically to privacy concern
while the third represents a broader perception of the technology (as discussed in detail in Chap. 1). All three consumer perceptions can negatively
influence individuals’ willingness to adopt new technologies (Li 2012)
and as such, represent an important barrier to the continued success of
cloud computing.
Perceived control is a primary concept within the information privacy
literature. However, it is important to note that privacy and control are
conceptually distinct (Laufer and Wolfe 1977) and negatively correlated.
Control is a perception based variable and has been defined as an individual’s beliefs in their ability to manage the collection and use of their personal data (Xu et al. 2011). In the cloud context, it has been noted that
4 UNDERSTANDING AND ENHANCING CONSUMER PRIVACY PERCEPTIONS…