Abstract:

This is a conceptual paper to study the role of privacy in the behavior model for persuasive ubiquitous technology. The study reviews the literature on the factors of persuasive technology, particularly in ubiquitous and pervasive computing. Studies and surveys from Fogg were analyzed and discussed throughout the paper in the context of factors that influence the persuasive technology. These factors are motivation, ability and trigger. The paper goes on to analyze privacy factor that also plays important role in ubiquitous technology. In theory, although there are some models that explain persuasive technology, including Fogg Behavioral Model that is highly referenced, the inclusion of the privacy, especially in the area of location-based services (LBS) is almost none. Therefore, building on the importance of upholding user privacy, the research is proposed to extend Fogg’s model. Several methods will be deployed. First, a quantitative survey to assess the current users’ awareness of the persuasive and manipulative part of the technology. Second, a qualitative technique to gather more inclusive understanding of the issue from the viewpoints of users, developer and government agencies. Third, based on the findings, a model will be developed and tested via a quasi experiment that deploys an intervention module. The research is significant and important for the society and national development in several aspects; 1) it will promote for a comprehensive data protection policy development of cyber security, 2)  providing rules to persuasive technology developer on the dos’ and don’ts, and 3) educating the society about cyber ethics and privacy.