Nonlinearities in personalization-privacy paradox in mHealth adoption: the mediating role of perceived usefulness and attitude.
OBJECTIVE
Personalization in healthcare refers to individualizing services and products based on patients' health conditions and interests. In order to deliver highly personalized offerings, mHealth providers need to use patients' health information, which provokes patients' concerns over personal health information leakage. So the personalization-privacy paradox is an important issue in the mHealth context. To gain a better understanding of this paradox, we take the personalization and privacy paradox factors as independent variables, incorporating the nonlinear relationships between personalization and privacy, and take attitude and perceived usefulness as middle variables to study mHealth adoption.


METHODS
The hypothesized model is tested through an empirical research of a 489-respondent sample in China. PLS is used for data analysis.


RESULTS
(1) Personalization and privacy are found to influence mHealth adoption intention via attitude and perceived usefulness; (2) there is a substitution relationship, also called negative synergy between personalization and privacy in mHealth contexts; (3) attitude mediates the effect of perceived usefulness on intention, indicating a significant role of attitude.
School of Management, Harbin Institute of Technology, Harbin, Heilongjiang, China Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Kowloon, Hong Kong, China.
Xiaofei
X
Zhang
School of Management, Harbin Institute of Technology, Harbin, Heilongjiang, China.
Xitong
X
Guo
School of Management, Harbin Institute of Technology, Harbin, Heilongjiang, China.
Feng
F
Guo
Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Kowloon, Hong Kong, China.
Kee-Hung
KH
Lai
D000328:Adult; D001294:Attitude to Health; D002681:China; D003219:Confidentiality / Q000592:standards*; D005260:Female; D006801:Humans; D008297:Male; D008490:Medical Informatics / Q000379:methods / Q000592:standards*; D008875:Middle Aged; D017711:Nonlinear Dynamics; D057285:Precision Medicine / Q000379:methods / Q000592:standards*; D011795:Surveys and Questionnaires; D017216:Telemedicine / Q000379:methods / Q000592:standards* / Q000706:statistics & numerical data
TAM; attitude; mHealth; nonlinear modeling; personalization; privacy