Proactive privacy practices in transition: Toward ubiquitous services
As the Internet paved the way for electronic businesses, ubiquitous services (u-services) will be the next wave launched by electronic services based on current customer information potential. However, privacy is a strategic issue and has been identified as a key hindrance to u-services. As a proactive approach and drawing upon integrative social contracts theory, this study presents a proactive privacy practices framework to examine how the interplays within electronic service, providers proactive approaches influence customer disclosure willingness for future u-services, adoption. The results and implications of this study are discussed and expected to shed light on privacy practices.
ubiquitous services ubiquitous electronic services integrative social contracts theory disclosure willingness mobile services mobile commerce commerce proactive privacy governance