Extended model of online privacy concern: what drives consumers’ decisions?

Abstract

Purpose The purpose of this paper is to investigate the relationship between individual and societal determinants of online privacy concern (OPC) and behavioral intention of internet users. The study also aims to assess the degree of reciprocity between consumers’ perceived benefits of using the internet and their OPC in the context of their decision-making process in the online environment. Design/methodology/approach The study proposes comprehensive model for analysis of antecedents and consequences of OPC. Empirical analysis is performed using the PLS–SEM approach on a representative sample of 2,060 internet users. Findings The findings show that computer anxiety and perceived quality of regulatory framework are significant antecedents of OPC, while traditional values and inclinations toward security, family and social order; and social trust are not. Furthermore, the study reveals that perceived benefits of using the internet are the predominant factor explaining the intention to share personal information and adopt new technologies, while OPC dominates in explanation of protective behavior. Research limitations/implications Although the authors tested an extended model, there might be other individual characteristics driving the level of OPC. This research covers just one country and further replications should be conducted to confirm findings in diverse socio-economic contexts. It is impossible to capture the real behavior with survey data, and experimental studies may be needed to verify the research model. Practical implications Managers should work toward maximizing perceived benefits of consumers’ online interaction with the company, while at the same time being transparent about the gathered data and their intended purpose. Considering the latter, companies should clearly communicate their compliance with the emerging new data protection regulation. Originality/value New extended model is developed and empirically tested, consolidating current different streams of research into one conceptual model.

Research on Influencing Factors of Personal Information Disclosure Intention of Social Media in China

“…Sharma and Crossler (2014) found that perceived benefits will increase personal information disclosure for social commerce customers. It is also proved to be negatively related to the active protection of privacy (Anic et al, 2019). The opposite influence of perceived benefit and privacy concern on privacy disclosure has also been mentioned (Al-Jabri, Eid, & Abed, 2019).…”

Influencing Factors on Consumers’ Willingness to Share Energy Data on Online Energy Platforms

“…Benefits for users can be a motivation to share data. These benefits can, for example, be financial if the need for monetary rewards is relevant for users (Anic et al, 2018). Besides monetary rewards, individuals can profit from information transparency that is achieved on an energy data sharing platform.…”

“…Additionally, a trusted platform that conveys a sense of control over shared data is crucial for or against sharing personal data (Cao et al, 2016;Anic et al, 2018). Kranz et al (2010) show that perceived control over the functions of smart meters in a household increases residents' acceptance of this monitoring technology.…”

Evaluation of eTail Services Quality: AHP Approach

“…Online privacy which is also referred to as internet privacy is defined as ‘individual’s right to access and control their personal information with respect to its collection, use and transfer over the Internet’ (Boritz & No, 2011). Personal values of a consumer remained an important determinant of consumer behaviour in online shopping (Anic et al, 2018). Information gathered by website and management of personal information have serious concern from consumers’ end (Culnam, 1993; Hong & Thong, 2013).…”