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My Privacy and Control Matter: Understanding Motivations for Using Untact Services
1Department of Psychology, Korea University, Seoul, Republic of Korea.
Cyberpsychology, Behavior and Social Networking
|December 18, 2020
Summary
Users are motivated to use untact services for privacy, control, fun, and avoiding interaction. The control motive most strongly influences user attitude and continued use of these services.
Area of Science:
- Psychology
- Sociology
- Human-Computer Interaction
Background:
- Untact services are increasingly prevalent, necessitating an understanding of user motivations.
- Previous research has not fully elucidated the psychological and social drivers behind untact service adoption.
Purpose of the Study:
- To identify the core psychological and social motives for using untact services.
- To examine the relationship between these motivations and user attitudes and behavioral intentions.
Main Methods:
- A survey was administered to 328 users of untact services.
- Exploratory and confirmatory factor analysis were employed to determine underlying motivations.
Main Results:
- Four primary motivations for using untact services were identified: privacy, control, fun, and interaction avoidance.
- All identified motivations positively correlated with user attitudes and intention to continue using the services.
- Control emerged as the strongest predictor of both attitude and continuance intention.
Conclusions:
- User adoption of untact services is driven by a combination of functional and psychological factors.
- Enhancing user control within untact service interactions is crucial for fostering positive attitudes and sustained engagement.
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