| Abstract [eng] |
Globally, the growing downloads of mobile applications is growing every year. As a result, the competitive environment for mobile applications is growing in parallel. Therefore, trust in applications and their developers can be ensured through the correct implementation of data protection practices. However, data protection is not always actually ensured or provided to consumers in a simplified language. The main purpose of this work is to determine the impact of privacy policy information presentation formats on the intention to deploy mobile applications in different categories. The work was divided into three parts. The first part examines the objectives of the privacy policy and the basic data protection requirements, the categories of mobile applications, the perceived risks and trust related to data protection, the basics of communication and visualization of privacy policy information, the variables to implement applications. In the second part - the research methodology is described, hypotheses are raised. The third part analyses the results of the quantitative study, identifies the formats of the presentation of the privacy policy that determine the consumers' decision to implement mobile applications, and presents the conclusions and suggestions. The study analyses 2 different categories of mobile applications - social networking and everyday finance. A total of 245 respondents participated in the online questionnaire. The following empirical data processing methods were used: data triangulation, factor ANOVA, correlation, linear regression, moderation. A 2x2x2 factor design was used for the study (visual and non-visual presentation of the privacy policy statement; utilitarian and hedonic application; risky and non-risky application). The results showed that the assessment of the importance of privacy policy message formats differs from the visual presentation. Visual presentation has a positive effect on the approach to applications and the intention to implement them. Perceived risk and perceived trust also differ from the different risk presentation of a privacy statement. The results showed that the category of the mobile application, the gender and the age of the respondents were not important variables in the study. The conclusions presented in the work could be applied for marketing purposes, further research and business developing activities through mobile applications. |
