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Personal Information Protection Behaviors of Consumers in Different Country Context and User Interface Designs

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Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness (HCII 2022)

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Abstract

Internet information security is getting more attention. Users are adopting more and more ways to protect their information when browsing the web and shopping online, and more users are choosing not to disclose personal information to websites. Many factors influence consumers’ privacy disclosure intention. This study innovatively introduces consumers’ country background and website user interface design to explore their influence on behavioural intention. We developed a model of factors influencing consumers’ intention to disclose personal information, organized experiments to collect data, and conducted an empirical study using partial least squares structural equation modeling (PLS-SEM). The study results showed that consumers’ general trust in companies is influenced by many factors and significantly affects consumers’ intention to disclose information. Corporate reputation significantly affects consumers’ intention to disclose information directly and indirectly. Consumers’ privacy concerns can also have a significant impact. Country context and user interface design also influenced consumer behaviour, but not as much as corporate reputation and consumer privacy concerns. Research provides targeted development recommendations for consumers, businesses, and legislators.

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Acknowledgments

This study is supported by grants from the Zhejiang University of Technology Humanities and Social Sciences Pre-Research Fund Project (GZ21731320013), the Zhejiang University of Technology Subject Reform Project (GZ21511320030), and China’s National Undergraduate Innovation and Entrepreneurship Training Program (File No. 202110337048).

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Authors and Affiliations

  1. Zhejiang University of Technology, Hangzhou, China

    Tianlan Wei & Cong Cao

  2. Macquarie University, Sydney, Australia

    Yangyan Shi

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  1. Tianlan Wei
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  2. Cong Cao
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Correspondence to Cong Cao .

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Editors and Affiliations

  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Wei, T., Cao, C., Shi, Y. (2022). Personal Information Protection Behaviors of Consumers in Different Country Context and User Interface Designs. In: Rau, PL.P. (eds) Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness. HCII 2022. Lecture Notes in Computer Science, vol 13313. Springer, Cham. https://doi.org/10.1007/978-3-031-06050-2_7

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  • DOI: https://doi.org/10.1007/978-3-031-06050-2_7

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