| Abstract [eng] |
Factors That Influence Unwillingness to Share Personal Data in Online Commerce The aim of this study was to explore antecedents that can positively influence individuals’ unwillingness to share personal data, specifically in an online shopping context. In addition, it was proposed by the author that trust plays the role of moderator, i.e., the higher level of trust can lower the individuals, privacy concerns, anxiety, perceived privacy risks, and perceived ownership and thus pushed individuals to share personal data. Data was collected through a cross-section online survey technique. All questions about constructs were asked on a Likert scale, i.e., a close-ended questionnaire. Primary data collected for the current study from college-going students and data were analyzed with the help of SPSS and Hayes Process Macro. The statistical techniques used for interpretation of were descriptive, regression analysis, correlation analysis, and moderation analysis. The findings of the current study revealed that all factors privacy concerns, anxiety, perceived privacy risks, and perceived ownership positively influence unwillingness to share personal data. Further, Hayes Process Macro also confirms all hypotheses about the moderation role of trust. Finally, the findings of this study are vital contribution to existing literature of marketing, online vendors can improve trust level of their consumers for data sharing. |
