Perceptions of users and non-users of an early contact tracing mobile application to fight COVID-19 spread: a value-based empirical investigation

Purpose The purpose of this study is to describe a comparative study of the perceptions of users and non-users of an early contact tracing application helping to prevent the spread of the COVID-19 pandemic. The unprecedented incidence of this disease warrants investigating theoretically the use of mobile contact tracing applications as a promising approach to curtail its transmission. Design/methodology/approach A consumption value-based model of the adoption and use of a contact tracing mobile application was built and tested through a cross-sectional survey conducted with 2 samples (of 309 already users and 306 non-users) in the Province of Alberta, Canada. Findings Utilitarian and social values together with health information seeking and perceived critical mass drive the use of the application while perceived privacy risk is an obstacle to usage for both users and non-users. Research limitations/implications Study participants self-assessed their risk category of potential exposure to the COVID-19 virus, and this was a subjective measure including an emotional component. Practical implications No major differences in the approaches targeting users and non-users of a mobile contact tracing application to encourage its adoption and use are necessary. Social implications Additional efforts are required to convey to people information on the benefits and current rate of use of such an application and to mitigate privacy risk concerns. Originality/value Overall, the study offers theoretical and practical contributions that may help improve the adoption and usage of contact tracing applications addressing the COVID-19 pandemic or other possible public health crises.