Nonlinearities in personalization-privacy paradox in mHealth adoption: the mediating role of perceived usefulness and attitude.

BACKGROUND AND 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. KEY FINDINGS: (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.