innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users’ unwillingness to accept and use available systems. this research aims to use the concept of reasoned action theory t...

Alan Westin’s well-known and often-used privacy segmentation fails to describe privacy markets or consumer choices accurately. The segmentation divides survey respondents into “privacy fundamentalists,” “privacy pragmatists,” and the “privacy unconcerned.” It describes the average consumer as a “privacy pragmatist” who influences market offerings by weighing the costs and benefits of services a...