Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias
Abstract
:1. Introduction
What influence has a positivity bias induced by childhood brand nostalgia for Pokémon on the privacy calculus of individuals related to the use behavior of Pokémon Go?
2. Related Work and Research Model
2.1. Model Development
2.2. Antecedents of Cfip in Prior Research
2.3. Nostalgia Induces a Positivity Bias
3. Methodology
3.1. Research Hypotheses and Model
- 1.
- Prior privacy victim experiences (VIC) have a positive effect on CFIP.
- 2.
- Risk propensity (RP) has a positive effect on CFIP.
- 3.
- (a)
- Age has a positive effect on CFIP.
- (b)
- Female players of Pokémon Go show higher levels of CFIP.
- (c)
- Education has a positive effect on CFIP.
- (d)
- Smartphone experience has a positive effect on CFIP.
- 4.
- CFIP have a negative effect on the use behavior of Pokémon Go (USE).
- 5.
- Perceived enjoyment (PE) has a positive effect on the use behavior of Pokémon Go (USE).
- 6.
- CBN has a negative effect on CFIP.
- 7.
- CBN has a positive effect on players’ perceived enjoyment of playing Pokémon Go (PE).
- 8.
- CBN has a positive effect on the use behavior of Pokémon Go (USE).
3.2. Questionnaire and Data
4. Results
4.1. Assessment of the Measurement Model
4.2. Assessment of the Structural Model
5. Discussion
5.1. Limitations
5.2. Future Work
6. Contributions
Author Contributions
Funding
Conflicts of Interest
Appendix A. Questionnaire
- I have fond memories of this brand from my childhood.
- This brand features in happy memories of when I was younger.
- I still feel positive about this brand today because it reminds me of my childhood.
- This brand is one of my favorite brands from my childhood.
- Playing Pokémon Go is fun.
- Playing Pokémon Go is enjoyable.
- Playing Pokémon Go is very entertaining.
1. Never | 6. Once a day |
2. Once a month | 7. Several times a day |
3. Several times a month | 8. Once an hour |
4. Once a week | 9. Several times an hour |
5. Several times a week | 10. All the time |
- Age: How old are you?
- Gender: What is your gender? (1 = female, 0 = male)
- Education: What is the highest degree or level of school you have completed? In case you are currently enrolled, please provide the highest degree received. (ranging from no qualification (1) to doctorate (7))
- Smartphone experience: How many years of experience do you have with smartphones? (0 years (1) to >10 years (11))
Appendix B. Descriptive Statistics and Measurement Model Assessment
Variable | Median | Mean | Std. Dev. | Min. | Max. |
---|---|---|---|---|---|
AGE | 27 | 26.766 | 4.626 | 18 | 35 |
GDR | 1 | 0.612 | 0.488 | 0 | 1 |
EDU | 4 | 4.091 | 1.117 | 2 | 7 |
EXP | 6 | 6.007 | 2.209 | 0 | 10 |
VIC | 3 | 2.694 | 1.375 | 1 | 7 |
RP | 4.667 | 4.499 | 1.238 | 1 | 7 |
COLL | 5.25 | 5.257 | 1.139 | 1.25 | 7 |
ERR | 5.25 | 5.151 | 1.126 | 1 | 7 |
IA | 6 | 5.872 | 1.097 | 2.333 | 7 |
USU | 6.25 | 5.958 | 1.050 | 3.25 | 7 |
CBN | 5.5 | 5.138 | 1.486 | 1 | 7 |
PE | 6 | 5.649 | 0.979 | 1 | 7 |
USE | 6 | 5.617 | 1.622 | 2 | 10 |
Construct | Item | Cr.’s | CR | FL | AVE |
---|---|---|---|---|---|
Collection | COLL1 | 0.834 | 0.890 | 0.833 | 0.668 |
COLL2 | 0.792 | ||||
COLL3 | 0.827 | ||||
COLL4 | 0.817 | ||||
Error | ERR1 | 0.857 | 0.903 | 0.806 | 0.700 |
ERR2 | 0.865 | ||||
ERR3 | 0.826 | ||||
ERR4 | 0.847 | ||||
Improper Access | IA1 | 0.871 | 0.921 | 0.903 | 0.795 |
IA2 | 0.876 | ||||
IA3 | 0.895 | ||||
Unauthorized Secondary Use | USU1 | 0.892 | 0.925 | 0.864 | 0.755 |
USU2 | 0.874 | ||||
USU3 | 0.867 | ||||
USU4 | 0.871 | ||||
Risk Propensity | RP1 | 0.800 | 0.873 | 0.936 | 0.700 |
RP2 | 0.692 | ||||
RP3 | 0.863 | ||||
Perceived Enjoyment | PE1 | 0.927 | 0.954 | 0.942 | 0.873 |
PE2 | 0.940 | ||||
PE3 | 0.921 | ||||
Childhood Brand Nostalgia | CBN1 | 0.950 | 0.964 | 0.948 | 0.870 |
CBN2 | 0.937 | ||||
CBN3 | 0.942 | ||||
CBN4 | 0.904 |
Const. | CBN | COLL | ERR | IA | PE | RP | USU |
---|---|---|---|---|---|---|---|
CBN | 0.933 | ||||||
COLL | 0.043 | 0.817 | |||||
ERR | 0.131 | 0.435 | 0.836 | ||||
IA | 0.124 | 0.591 | 0.461 | 0.892 | |||
PE | 0.343 | 0.139 | 0.106 | 0.291 | 0.934 | ||
RP | 0.040 | 0.259 | 0.152 | 0.135 | 0.110 | 0.837 | |
USU | 0.127 | 0.539 | 0.386 | 0.836 | 0.309 | 0.111 | 0.869 |
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Sample Availability: The used data set is available from the authors. |
Independent Var. | Path Coeff. |
---|---|
H1: VIC | 0.071 |
H2: RP | 0.182 *** |
H3a: AGE | 0.094 |
H3b: GDR | 0.106 * |
H3c: EDU | −0.020 |
H3d: EXP | 0.105 * |
H6: CBN | 0.159 ** |
(a) Dependent Variable: CFIP | |
Independent Var. | Path Coeff. |
H7: CBN | 0.343 *** |
(b) Dependent Variable: PE | |
Independent Var. | Path Coeff. |
H4: CFIP | −0.013 |
H5: PE | 0.254 *** |
H8: CBN | −0.024 |
(c) Dependent Variable: USE | |
Dependent Var. | Adj. R2 |
CFIP | 0.073 |
PE | 0.116 |
USE | 0.053 |
(d) Adj. R2 Values |
Hypothesis | Result | |
---|---|---|
H1: | VIC has a positive effect on CFIP | ✗ |
H2: | RP has a positive effect on CFIP | ✔ |
H3a: | Age has a positive effect on CFIP | ✗ |
H3b: | Females are more concerned about their privacy (CFIP) | ✔ |
H3c: | EDU has a positive effect on CFIP | ✗ |
H3d: | EXP has a positive effect on CFIP | ✔ |
H4: | CFIP have a negative effect on the use behavior of Pokémon Go | ✗ |
H5: | PE has a positive effect on the use behavior of Pokémon Go | ✔ |
H6: | CBN has a negative effect on CFIP | ✗ |
H7: | CBN has a positive effect on PE | ✔ |
H8: | CBN has a positive effect on the use behavior of Pokémon Go | ✗ |
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Harborth, D.; Pape, S. Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias. Future Internet 2020, 12, 220. https://doi.org/10.3390/fi12120220
Harborth D, Pape S. Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias. Future Internet. 2020; 12(12):220. https://doi.org/10.3390/fi12120220
Chicago/Turabian StyleHarborth, David, and Sebastian Pape. 2020. "Empirically Investigating Extraneous Influences on the “APCO” Model—Childhood Brand Nostalgia and the Positivity Bias" Future Internet 12, no. 12: 220. https://doi.org/10.3390/fi12120220