ISSN: 2222-6990
Open access
The telecommunication industry is the leading industry in Big Data trends as the industry has the most infrastructure capability for Big Data. The adoption of Big Data in telecommunication services fosters extensive real-time data collection. However, the adoption of Big Data in telecommunication services also raises important security and privacy challenges. The perspectives of telecommunication users on issues about privacy and security, as well as the correlation with take-up and continued use of applications and services utilizing Big Data. A questionnaire survey was used to identify the effect of security and privacy concerns towards user adoption of Big Data. An empirical analysis involved a total of 400 respondents. Results indicate that perceived trust mediates the effect of collection, improper access, and error towards Big Data adoption, while perceived risk mediates the effect of collection, improper access and error towards Big Data adoption in telecommunication services. Perceived risk only mediates the effect of data privacy awareness towards user's adoption. Finally, perceived trust and risk significantly predict users' adoption of Big Data in telecommunication services. With the combined theory of Concern for Information Privacy (CFIP)) and Trust, Confidence and Cooperation (TCC) Model, this study provides the basis to direct future studies in the related field.
Acquisti, A., Taylor, C., & Wagman, L. (2016). The economics of privacy. Journal of Economic Literature, 54(2), 442–492. https://doi.org/10.1257/jel.54.2.442
Al-Daeef, M. M., Basir, N., & Saudi, M. M. (2017). Security awareness training: A review. Lecture Notes in Engineering and Computer Science, 2229, 446–451.
Alzubaidi, A. (2021). Measuring the level of cyber-security awareness for cybercrime in Saudi Arabia. Heliyon, 7(1). https://doi.org/10.1016/j.heliyon.2021.e06016
Castañeda, J. A., & Montoro, F. J. (2007). The effect of Internet general privacy concern on customer behavior. Electronic Commerce Research, 7(2), 117–141.
Chatterjee, S., Chaudhuri, B. R., & D., D. (2019). Determinants of adoption of new technology in telecom sector: A structural equation modeling approach. Global Business Review, 20(1), 166–178.
Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward Internet Service Providers. Information and Management, 41(6), 685–695. https://doi.org/10.1016/j.im.2003.08.006
Chrysakis, I., Flouris, G., Makridaki, M., Patkos, T., Roussakis, Y., Samaritakis, G., Tsampanaki, N., Tzortzakakis, E., Ymeralli, E., Seymoens, T., Dimou, A., & Verborgh, R. (2021). A rewarding framework for crowdsourcing to increase privacy awareness. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 12840 LNCS, 259–277. https://doi.org/10.1007/978-3-030-81242-3_15
Connolly, R., & Bannister, F. (2007). Consumer trust in Internet shopping in Ireland: Towards the development of a more effective trust measurement instrument. Journal of Information Technology, 22(2), 102–118.
Crawford, K., & Schultz, J. (2014). Big Data and due process: Toward a framework to redress predictive privacy harms recommended citation. Boston College Law Review, 55(1), 1–29. http://lawdigitalcommons.bc.edu/bclr/vol55/iss1/4
Culnan, M. J., & Armstrong, P. K. (1999). Information privacy concerns, procedural fairness, and impersonal trust: An empirical investigation. Organization Science, 10(1), 104–115. https://doi.org/10.1287/orsc.10.1.104
Dewi, R. P. L., & Ketut, R. I. (2020). Role of trust in mediating the effect of perceived risk and subjective norm on continuous usage intention on Gopay users in Denpasar. Russian Journal of Agricultural and Socio-Economic Sciences, 108(12), 69–80.
Earle, T. C., Siegrist, M., & Gutscher, H. (2012). Trust in cooperative risk management: Uncertainty and scepticism in the public mind. In Trust in Cooperative Risk Management: Uncertainty and Scepticism in the Public Mind (Issue July 2014). https://doi.org/10.4324/9781849773461
Frizzo-Barker, J., Chow-White, P. A., Mozafari, M., & H. D. (2016). An empirical study of the rise of big data in business scholarship. International Journal of Information Management, 36(3), 403–413.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.
Hsu, C. L., & Lin, J. C. C. (2016). An empirical examination of consumer adoption of Internet of Things services: Network externalities and concern for information privacy perspectives. Computers in Human Behavior, 62, 516–527. https://doi.org/10.1016/j.chb.2016.04.023
Jain, P., Gyanchandani, M., & Khare, N. (2016). Big data privacy: A technological perspective and review. Journal of Big Data, 3(1). https://doi.org/10.1186/s40537-016-0059-y
Keshavarz, H., Mahdzir, A. M., Talebian, H., Jalaliyoon, N., & Ohshima, N. (2021). The value of big data analytics pillars in telecommunication industry. Sustainability (Switzerland), 13(13). https://doi.org/10.3390/su13137160
Laney, D. (2001). 3D data management: Controlling data volume, velocity, and variety. Application Delivery Strategies, 6(70).
Larson, H. J., Clarke, R. M., Jarrett, C., Eckersberger, E., Levine, Z., Schulz, W. S., & Paterson, P. (2018). Measuring trust in vaccination: A systematic review. Human Vaccines and Immunotherapeutics, 14(7), 1599–1609. https://doi.org/10.1080/21645515.2018.1459252
Leisen, B., & Hyman, M. R. (2001). An improved scale for assessing patients’ trust in their physician. Health Marketing Quarterly, 19(1), 23–42.
Lin, W. B. (2006). Investigation on the model of consumers’ perceived risk – Integrated viewpoint. Expert Systems with Applications, 34(1), 977–988.
Lu, X., Xie, X., & Xiong, J. (2015). Social trust and risk perception of genetically modified food in urban areas of China: The role of salient value similarity. Journal of Risk Research, 18(2), 199–214. https://doi.org/10.1080/13669877.2014.889195
Lynn, M. R. (1986). Determination and quantification of content validity. Nursing Research.
Martin, K. E. (2015). Ethical issues in the big data industry. MIS Quarterly Executive, 14(2), 67–85. https://doi.org/10.4324/9780429286797-20
Meyliana, M., Fernando, E., & Surjandy, S. (2019). The influence of perceived risk and trust in adoption of FinTech services in Indonesia. CommIT (Communication and Information Technology) Journal, 13(1), 31. https://doi.org/10.21512/commit.v13i1.5708
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59. https://doi.org/10.1287/isre.1040.0015
Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13(2), 184–188.
Sajjad, R., & Dhary, A.-R. (2020). Using big data in telecommunication companies: A case study. African Journal of Business Management, 14(7), 209–216. https://doi.org/10.5897/ajbm2019.8874
Siegrist, M., Earle, T. C., & Gutscher, H. (2012). Trust in cooperative risk management: Uncertainty and scepticism in the public mind. In Trust in Cooperative Risk Management: Uncertainty and Scepticism in the Public Mind (Issue July 2014). https://doi.org/10.4324/9781849773461
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals’ concerns about organizational practices. MIS Quarterly, June, 167–197.
Smith, T. F. (2011). Measuring the business value of data quality.
Smit, E. G., Van Noort, G., & Voorveld, H. a. M. (2014). Understanding online behavioural advertising: User knowledge, privacy concerns and online coping behaviour in Europe. Computers in Human Behavior, 32, 15–22. https://doi.org/10.1016/j.chb.2013.11.008
Stewart, K. A., & Segars, A. H. (2002). An empirical examination of the concern for information privacy instrument. Information Systems Research, 13(1), 36–49. https://doi.org/10.1287/isre.13.1.36.97
Westin, A. (1967). Privacy and freedom. Ig Publishing, Incorporated, 2015.
Yousafzai, S. Y., Pallister, J. G., & Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23(11), 847–860.
Yusoff, Z. M. (2011). The Malaysian personal data protection act 2010: A legislation note. NZJPIL, 9(119).
Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206.
Zhou, T. (2011). The impact of privacy concern on user adoption of location-based services. Industrial Management and Data Systems, 111(2), 212–226. https://doi.org/10.1108/02635571111115146
Zhou, T., Lu, Y., & Wang, B. (2010). Integrating TTF and UTAUT to explain mobile banking user adoption. Computers in Human Behavior, 26(4), 760–767. https://doi.org/10.1016/j.chb.2010.01.013
Othman, N. F., Anawar, S., Selamat, S. R., Ayop, Z., Harum, N., & Foozy, C. F. M. (2025). The Effect of Security and Privacy Concerns towards User Adoption of Big Data in Telecommunication Services. International Journal of Academic Research in Business and Social Sciences, 15(12), 189–202.
Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode