The Effect of Privacy Concerns on the Acceptance of the Global Navigation Satellite System (GNSS): The Application of Technology Acceptance Model (TAM)

As technology thrives in this era, significant amounts of people live dependently on technologies, this phenomenon of the shift in lively dependency brought hidden concerns into the society. The purpose of this study is to investigate the influence of privacy concerns on the acceptance of position tracking technologies, such as the Global Navigation Satellite System (GNSS), based on the technology acceptance model (TAM). 265 valid questionnaires were collected and analyzed, a vast majority of which was conscious about the use of the GNSS, and some were concerned about the fact that they are constantly under the use of the system. A theoretical framework with corresponding hypotheses was proposed. Confirmatory factor analysis (CFA) and structural equation model (SEM) were applied to test the acceptance of the hypotheses. The results of the study reveal that the privacy concerns have a positive effect on both perceived usefulness and perceived ease of use, perceived ease of use has a positive effect on perceived usefulness, furthermore, both perceived ease of use and perceived usefulness also have a positive effect on the behavior intention to use and accept the GNSS.