Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator

Purpose This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing. Design/methodology/approach The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with...