“…That means having to "opt out" or turn off the flow of information from companies. To focus on this dilemma, some key factors should be considered for influencing the willingness of consumers to share personal data, including the general attitude of privacy in data collection of specific data types (Ackerman, Cranor, & Reagle, 1999;Spiekermann, Grossklags, & Berendt, 2001), reputation of the site (Earp & Baumer, 2003;Teo, Wan, & Li, 2004), the types of data collected (Ackerman, Cranor, & Reagle, 1999), intended use of the data, the recipient of the data (Cranor et al, 2002) along with the benefits, the presentation and design of personalization and privacy policy (Hui, 2004;Patrick & Kenny, 2003).…”