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Consumers' meanings regarding privacy: The mobile phone as an extension of self

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Koivisto, Esa
dc.date.accessioned 2014-08-06T08:38:19Z
dc.date.available 2014-08-06T08:38:19Z
dc.date.issued 2014
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/13670
dc.description.abstract This study provides insights into consumers' meanings of privacy in the mobile phone use context, by aiming to answer the research question: what are consumers' meanings regarding privacy in their daily use of their mobile phones? Privacy has been considered as merely an important antecedent to new technology adoption intentions by deploying a calculus method that considers the benefits and negative consequences of information sharing. The lack of research on the actual meanings of privacy in the mobile phone context inspired the author to build a new theory from data. The existing literature on M-commerce and privacy as well as theory of extended self and paradoxes of technology were reviewed to provide context for the created framework. The study was conducted in the spirit of Grounded Theory and the constant comparative method was utilized to analyze the results gathered from several interviews with consumers. The findings were coded and presented in under the four main concepts of privacy, availability/connectivity, dependency, and phone use and activity to provide clarity. The findings are further analyzed with the help of illustrations that depict the creation process of the grounded theory. The end result is a framework that highlights the importance of the mobile phone and dependency that individuals have for this extension of their selves. Privacy, while very important, is viewed by consumers as an area that they control. Therefore, the mobile phone is not viewed as a threat to individual's privacy but invasion of privacy is nevertheless viewed to have serious negative implications for the perpetrators. en
dc.format.extent 70
dc.language.iso en en
dc.title Consumers' meanings regarding privacy: The mobile phone as an extension of self en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword privacy
dc.subject.keyword mobile phone
dc.subject.keyword self
dc.subject.keyword m-commerce
dc.identifier.urn URN:NBN:fi:aalto-201408062334
dc.type.dcmitype text en
dc.programme.major Strategic Retail Management en
dc.programme.major Kaupan strateginen johtaminen fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon vähittäiskauppa
dc.subject.helecon retail trade
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon yksityisyys
dc.subject.helecon privacy
dc.subject.helecon matkapuhelimet
dc.subject.helecon cellular phones
dc.subject.helecon mobiilitekniikka
dc.subject.helecon mobile technology
dc.ethesisid 13629
dc.date.dateaccepted 2014-05-23
dc.location P1 I fi
local.aalto.openaccess no
local.aalto.idthes 13629


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