The privacy-personalization paradox in mHealth services acceptance of different age groups

Mobile health (mHealth) services have gained increasing attention in recent years; however, few studies have focused on the manner in which customers' attributes affect acceptance behavior, for instance, personal privacy concerns and personalization concerns; with even fewer studies on the effects on different age groups. To fill this research gap, our research has developed an attribute-perception-intention model, using the privacy-personalization paradox factors as independent variables that affect mHealth acceptance intention, with trust as a mediator. The age differences of participants were then examined. A survey of 650 subjects in China was conducted to test the proposed research model and hypotheses. The results show the following key findings: (1) perceived personalization and privacy concerns are positively and negatively associated with behavior intention; (2) trust mediates the relationships between perceived personalization, privacy concerns and behavior intention; and (3) age differences are examined in the model, which in this respect differ from previous technology acceptance research. Theoretical and practical implications are also discussed.