A power-responsibility equilibrium framework for fairness: Understanding consumers' implicit privacy concerns for location-based services

Location-based services rely on geospatial technologies that involve data that offer information of a prosocial nature - such as a nearby highway closure. The objective of this mixed method research is to examine consumers' concerns about privacy and fairness that pertain to these services. The basis for this research is the theory on the power-responsibility equilibrium. Study 1 qualitatively examines 332 comments; Study 2 uses a quantitative structural equation model with a sample of 291 non-students. Our findings indicate that fairness perceptions of privacy-related policies are enhanced when a consumer has a higher internal locus of control, higher attitude toward the communication, and lower level of privacy concern.