Leveraging communication tools to reduce consumers' privacy concern in the on-demand services: An extended S-O-R Model of perceived control and structural assurance

To use the on-demand services, consumers need to disclose themselves to some extent, which inevitably raises their privacy concerns. Different from previous literature exploring privacy assurance mechanisms, we employ the stimulus-organism-response framework to investigate how communication tools (environmental stimuli) influence consumers' perceived control, structural assurance, as well as their service platform- and provider-related privacy concerns (organisms), which subsequently impact new consumers' intention and regular consumers' continuance intention to use the on-demand services (behavior responses). The models will be tested based on survey data collected from on-demand service consumers. The potential theoretical contributions and practical implications are discussed.