| Abstract [eng] |
With the introduction of digitalization and information technologies into our lives, businesses continued to develop their services online. With the transition to the online environment, consumers began to purchase services through online services, and this caused the concept of data privacy to come to the fore. As consumers shopped online, they had to share different personal data with service providers. With data privacy coming to the fore, governments have introduced laws and regulations to protect data privacy, and privacy policies have entered our lives. The purpose of privacy policies was to legally protect the rights of users and service providers. However, it has been observed that the perceived effectiveness of privacy policies can have different effects on the user. Therefore, it has been observed that privacy policies play an important role in creating a sense of trust in the user and reducing privacy concerns, and have a great impact on users' willingness to share their personal information. Therefore, the author's aim is to analyze the impact of the perceived effectiveness of the privacy policy on users' willingness to share their personal information while considering the factors of trust, privacy concern and privacy awareness for the respondents from Lithuania. In order to achieve the purpose of the research and evaluate the hypotheses, data was collected using the survey method, correlation analysis was made using the SPSS program and the hypotheses were tested. Lithuanian users' attitudes towards privacy policy, willingness to share personal data, levels of trust, privacy concerns and privacy awareness were measured with different survey questions, and by analyzing the results, all five hypotheses developed were confirmed. The findings of the survey show that the perceived effectiveness of the privacy policy has a significant impact on the user's willingness to share personal data. In addition, the author added a different dimension to the research and contributed to the literature by addressing the factors of trust, privacy concern and privacy awareness at the stage of users' willingness to share their personal data. As a result, for Lithuanian users, the perceived effectiveness of the privacy policy appeared to increase the sense of trust and reduce privacy concern. On the other hand, it has been concluded that the privacy concerns of users with high awareness and knowledge about privacy also increase, and as a result, their willingness to share personal information decreases. To summarize, the current research is helpful to both the academic and business communities in terms of m-commerce companies and service providers. |
