تأثير مخاوف الخصوصية على إدراك قيمة المؤسسة: الدور الوسيط لقابلية استخدام تطبيق بريدي موب

This study investigates the impact of privacy concerns on customers’ perceived value of Algeria Post, with particular emphasis on the mediating role of the usability of the Baridi Mob application. A descriptive research design was employed using a questionnaire administered to 107 users of the Baridi Mob application. Data were analyzed using the PROCESS macro, applying the bootstrap technique with 5,000 resamples to estimate confidence intervals. The results indicate that privacy concerns have a positive effect on the usability of the Baridi Mob application, and that usability, in turn, significantly enhances users’ perceived value of Algeria Post. Furthermore, the findings reveal that application usability partially mediates the relationship between privacy concerns and perceived value, with an indirect effect of 0.46, indicating a statistically significant partial mediation. These results suggest that an effective user experience can transform privacy concerns into trust and positive value perceptions toward the institution, highlighting the importance of developing secure and user-friendly digital applications to strengthen organizational image and customer relationships.