ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

Antecedents of Consumers’ Privacy Protection Behavior and Intention to Disclose Personal Information: Mediating Role of Personal Information Transparency

 Author (s)

Sefora Hailu Yoseph & Gao Chongyan

Abstract

Online platforms have exhibited several perceived and actual challenges to privacy. Using a complex research model, this study examines direct, mediating, and moderating effects on several privacy variables. It involved 335 respondents using systematic random sampling from online consumers and hypotheses testing using structural equation modeling. The antecedents of consumers’ intention to disclose personal information were confirmed for privacy vulnerability and privacy benefit. On the other hand, the antecedent of consumers’ privacy protection behavior in relation to privacy vulnerability was found to be statistically insignificant but confirming privacy benefits. As predicted, the mediating roles of privacy information transparency were proven empirically, and so were the moderating roles of privacy cynicism. This research addresses research gaps suggested by previous esteemed scholars and suggests several guidelines for practitioners. Finally, it outlined core research themes for future researchers.

Keywords: Privacy Vulnerability, Privacy Benefits, Privacy information, Transparency Privacy, Cynicism, Intention to disclose personal information, Privacy protection behavior.

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Title: Antecedents of Consumers’ Privacy Protection Behavior and Intention to Disclose Personal Information: Mediating Role of Personal Information Transparency
Author: Sefora Hailu Yoseph & Gao Chongyan
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.58970/IJSB.2388
Media: Online & Print
Volume: 37
Issue: 1
Issue publication (Year): 2024
Acceptance Date: 12/06/2024
Date of Publication: 16/06/2024
PDF URL: https://ijsab.com/wp-content/uploads/2388.pdf
Free download: Available
Page: 96-118
First Page: 96
Last Page: 118
Paper Type: Research Paper
Current Status: Published

 

Cite This Article:

Sefora Hailu Yoseph & Gao Chongyan (2024). Antecedents of Consumers’ Privacy Protection Behavior and Intention to Disclose Personal Information: Mediating Role of Personal Information Transparency. International Journal of Science and Business, 37(1), 96-118. DOI: https://doi.org/10.58970/IJSB.2388

Retrieved from https://ijsab.com/wp-content/uploads/2388.pdf

About Author (s)

Sefora Hailu Yoseph , PhD Candidate, Business School, International Marketing, University of International Business and Economics (UIBE), Beijing, China.

Gao Chongyan (Corresponding author), Associate Professor, Business School, International Marketing, University of International Business and Economics (UIBE), Beijing, China.

 

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DOI: https://doi.org/10.58970/IJSB.2388

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