Unfolding the popularity of video conferencing apps – A privacy calculus perspective

Video conferencing (VC) applications (apps) have surged in popularity as an alternative to face-to-face communications. Although VC apps offer myriad benefits, it has caught much media attention owing to concerns of privacy infringements. This study examines the key determinants of professionals’ attitude and intentions to use VC apps in the backdrop of this conflicting duality. A conceptual research model is proposed based on theoretical foundations of privacy calculus and extended with conceptualizations of mobile users’ information privacy concerns (MUIPC), trust, technicality, ubiquity, as well as theoretical underpinnings of social presence theory. Structural equation modeling is used to empirically test the model using data collected from 484 professionals. The study offers insights regarding the trade-offs that professionals are willing to make in the face of information privacy concerns associated with VC apps. Based on the findings, the study emphasizes the promotion of privacy protection at the organizational level, control mechanisms that motivate employees to actively engage in privacy protection behavior, and a multi-faceted approach for data transparency within the VC app platforms. • Privacy concerns around the use of video conferencing (VC) apps are on the rise. • Professional’s use of VC apps despite its associated privacy risks is evaluated. • A research model is proposed and tested with data collected from 484 professionals. • Insights on the role of contradicting beliefs in the use of VC apps is provided. • Key recommendations pivotal to organizations and service providers are presented.