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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Keskim\u00e4ki, Anniina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-05-29T06:17:25Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-05-29T06:17:25Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/102849", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Nowadays consumers are using mobile phones and apps daily, leaving tracks of data be-hind with every click. Marketers utilize this data with advanced technology, enabling marketers to conduct personalized marketing, which is nowadays crucial for successful marketing. \n Mobile apps offer a unique platform, where consumers are accessible continuous-ly, and ads in apps are crucial for free apps to run. However, data collection raises privacy concerns, which affect consumers\u2019 information disclosure, and furthermore, their mobile app usage. Since marketers rely on consumer data and users, this is a problem to be stud-ied. Consumers\u2019 decisions are not always rational. Despite expressing privacy concerns, they disclose personal information, especially in the presence of incentives. This phenom-enon is referred to as the privacy paradox.\n This study examines consumers\u2019 debate between their privacy concerns and per-ceived benefits when they encounter in-app mobile marketing, and how these factors af-fect their mobile app usage. Also, this study seeks understanding of the factors affecting privacy concerns and perceived benefits, as well as examining whether consumers use mobile apps despite reporting privacy concerns. Quantitative research method was cho-sen for this study, and 105 responses were gathered using Webropol questionary. The re-sponses were analyzed using IBM SPSS and IBM SPSS Amos 26 software. \n The results of this study increase the understanding of privacy paradox phenome-non and factors affecting mobile app usage. The study highlights that while consumers experience privacy concerns and these concerns negatively impact their mobile app usage, they use apps. Interestingly, despite literature proposing control and fairness decreasing these concerns, this study did not support previous findings. Instead, trust appears as a factor reducing privacy concerns. Although perceived benefits are often anticipated to in-crease mobile app adoption and usage, these findings indicate that they do not necessarily lead to increased mobile app usage. Finally, privacy concerns are not equivalent among all users, but vary in different age groups, suggesting that demographic factors have an im-pact on how privacy is perceived.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajat k\u00e4ytt\u00e4v\u00e4t nyky\u00e4\u00e4n mobiililaitteita ja sovelluksia p\u00e4ivitt\u00e4in, j\u00e4tt\u00e4en dataa j\u00e4l-keens\u00e4 jokaisella klikkauksellaan. Markkinoijat hy\u00f6dynt\u00e4v\u00e4t t\u00e4t\u00e4 dataa kehittyvien tekno-logioiden avulla. Datan keruu kuluttajista sek\u00e4 markkinoijien teknologiat mahdollistavat personoidun markkinoinnin toteuttamisen, joka on merkitt\u00e4v\u00e4\u00e4 markkinoinnin menestyk-selle. \n Mobiilisovellukset tarjoavat ainutlaatuisen markkinoinnin alustan, jossa kuluttajat ovat tavoitettavissa jatkuvasti, ja mainokset ovat elinehto ilmaisten sovellusten toiminnal-le. Samalla kuluttajien huolet yksityisyyden suojastaan kasvavat, vaikuttaen markkinoijil-le luovutettuihin tietoihin sek\u00e4 mobiilisovellusten k\u00e4ytt\u00f6\u00f6n. Koska markkinoijat tarvitse-vat dataa kuluttajista sek\u00e4 k\u00e4ytt\u00e4ji\u00e4 sovelluksilleen, on t\u00e4m\u00e4n tutkimuksen aihe t\u00e4rke\u00e4. Kuluttajien tekem\u00e4t p\u00e4\u00e4t\u00f6kset eiv\u00e4t aina ole johdonmukaisia, sill\u00e4 huolimatta heid\u00e4n yksi-tyisyyden suojan huolistaan, he luovuttavat tietojaan markkinoijille. Lis\u00e4ksi koetut hy\u00f6dyt vaikuttavat tietojen luovuttamiseen. T\u00e4t\u00e4 ilmi\u00f6t\u00e4 kutsutaan yksityisyyden suojan para-doksiksi. \n T\u00e4m\u00e4 tutkimus tutkii kuluttajien tekem\u00e4\u00e4 pohdintaa yksityisyyden suojan huolien ja koettujen hy\u00f6tyjen v\u00e4lill\u00e4 mobiilimarkkinoinnissa ja sit\u00e4, miten ne vaikuttavat mobii-lisovellusten k\u00e4ytt\u00f6\u00f6n. Lis\u00e4ksi tutkitaan yksityisyyden suojan huoliin ja koettuihin hy\u00f6tyi-hin vaikuttavia tekij\u00f6it\u00e4, sek\u00e4 sit\u00e4, k\u00e4ytt\u00e4v\u00e4tk\u00f6 kuluttajat mobiilisovelluksia huolimatta yksityisyyden suoja huolista. T\u00e4m\u00e4 tutkimus toteutettiin kvantitatiivisilla tutkimusmene-telmill\u00e4, ja yhteens\u00e4 105 vastausta ker\u00e4ttiin Webropol-kyselyll\u00e4. Vastaukset analysoitiin k\u00e4ytt\u00e4en IBM SPSS sek\u00e4 IBM SPSS Amos 26 -ohjelmia.\n T\u00e4m\u00e4n tutkimus lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 yksityisyyden paradoksista ja tekij\u00f6ist\u00e4, jotka vaikuttavat mobiilisovellusten k\u00e4ytt\u00f6\u00f6n. Vaikka kuluttajien kokemat yksityisyyden suojan huolet vaikuttavat negatiivisesti heid\u00e4n mobiilisovellusten k\u00e4ytt\u00f6\u00f6ns\u00e4, he silti k\u00e4ytt\u00e4v\u00e4t sovelluksia. Toisin kuin aikaisempi kirjallisuus esittelee, kontrollin ja oikeudenmukaisuu-den ei todettu v\u00e4hent\u00e4v\u00e4n yksityisyyden suojan huolia, eiv\u00e4tk\u00e4 koetut hy\u00f6dyt yksiselittei-sesti lis\u00e4\u00e4 mobiilisovellusten k\u00e4ytt\u00f6\u00e4. Luottamuksen todettiin kuitenkin pienent\u00e4v\u00e4n yksi-tyisyyden suojan huolia. Lopuksi yksityisyyden suojan huolet vaihtelevat ik\u00e4ryhmiss\u00e4, sill\u00e4 kokemuksiin yksityisyyden suojan huolista vaikutti ik\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-05-29T06:17:24Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-05-29T06:17:25Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "66", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The Privacy Paradox: Exploring the role of privacy concerns and perceived benefits in mobile app usage", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202505294664", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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