Abstract
Reducing users’ online privacy concerns and encouraging users’ privacy disclosure behaviors are the important prerequisite for online websites to use data to obtain economic value. Based on the theory of clue utilization and privacy calculation theory, this paper uses the APCO model to intermediate online privacy concerns and adjust privacy calculations to explore the influence mechanism of online website users’ privacy disclosure behaviors in China. Using the questionnaire survey method, SPSS 20.0 and AMOS 23.0 were used to conduct structural equation path analysis on the collected 966 valid data to verify the proposed research hypothesis. Research results show that website reputation and website trust have a significant positive impact on privacy disclosure; users’ online privacy concerns will play a mediating role in website reputation, website trust, and privacy disclosure; when users with online privacy concerns are doing privacy calculations of perceived risks and perceived benefits are carried out during privacy disclosure. However, privacy calculations are contextual. On the premise of website trust, the benefits of information disclosure can reduce users’ online privacy concerns and increase users’ privacy disclosure behaviors. This article exposes that users will adopt privacy disclosure decisions with different levels of cognitive effort based on the degree of online privacy concerns, enriches research on privacy disclosure behavior, and exposes the contextual nature of privacy calculus, which further enriches and expands the theory of privacy calculus. Promote online websites to obtain user data and provide relevant countermeasures and suggestions.
Similar content being viewed by others
Data availability
Enquiries about data availability should be directed to the authors.
References
Acquisti A, Grossklags J (2005) Privacy and rationality in individual decision making. IEEE Secur Priv 3(1):26–33
Acquisti A et al (2015) Privacy and human behavior in the age of information. Science 347(6221):509–514
Aljukhadar M et al (2010) Can the media richness of a privacy disclosure enhance outcome? A multifaceted view of trust in rich media environments. Int J Electron Commer 14(4):103–126
Alkire L et al (2019) Triggers and motivators of privacy protection behavior on Facebook. J Serv Mark 33(1):57–72
Bansal G et al (2016) Do context and personality matter? Trust and privacy concerns in disclosing private information online. Inf Manag 53(1):1–21
Belanger F et al (2021) Privacy maintenance in self-digitization: the effect of information disclosure on continuance intentions. Data Base Adv Inf Syst 52(2):7–24
Benamati JH et al (2017) An empirical test of an antecedents-privacy concerns-outcomes model. J Inf Sci 43(5):583–600
Chellappa RK, Sin RG (2005) Personalization versus privacy: an empirical examination of the online consumer’s dilemma. Inf Technol Manag 6(2–3):181–202
Cho JY et al (2018) Strategic approach to privacy calculus of wearable device user regarding information disclosure and continuance intention. KSII Trans Internet Inf Syst 12(7):3356–3374
Choi B et al (2018) Love at first sight: the interplay between privacy dispositions and privacy calculus in online social connectivity management. J Assoc Inf Syst 19(3):124–151
Dawar N, Parker P (1994) Marketing universals: consumers’ use of brand name, price, physical appearance, and retailer. J Mark 58(2):81–95
Desimpelaere L et al (2020) Knowledge as a strategy for privacy protection: how a privacy literacy training affects children’s online disclosure behavior. Comput Hum Behav 110:1–12
Dienlin T, Trepte S (2015) Is the privacy paradox a relic of the past? An in-depth analysis of privacy attitudes and privacy behaviors. Eur J Soc Psychol 45(3):285–297
Dinev T et al (2015) Informing privacy research through information systems, psychology, and behavioral economics: thinking outside the “APCO” box. Inf Syst Res 26(4):639–655
Erevelles S et al (2016) Big data consumer analytics and the transformation of marketing. J Bus Res 69(2):897–904
Fernandes T, Pereira N (2021) Revisiting the privacy calculus: why are consumers (really) willing to disclose personal data online. Telematics Inform 65:101717
Gefen D, Straub D (2003) Managing user trust in B2C e-services. E-Service 2(2):7–24
Gefen D et al (2003) Trust and TAM in online shopping: an integrated model. MIS Q 27(1):51–90
Gong X et al (2019) What drives self-disclosure in mobile payment applications? The effect of privacy assurance approaches, network externality, and technology complementarity. Inf Technol People 33(4):1174–1213
Hallam C, Zanella G (2017) Online self-disclosure: the privacy paradox explained as a temporally discounted balance between concerns and rewards. Comput Hum Behav 68:217–227. https://doi.org/10.1016/j.chb.2016.11.033
Hong WY, Thong JYL (2013) Internet privacy concerns: an integrated conceptualization and four empirical studies. MIS Q 37(1):275–298
Hong WY et al (2021) Drivers and inhibitors of internet privacy concern: a multidimensional development theory perspective. J Bus Ethics 168(3):539–564
Hui KL et al (2007) The value of privacy assurance: an exploratory field experiment. MIS Q 31(1):19–33
Ilhan A, Fietkiewicz KJ (2020) Data privacy-related behavior and concerns of activity tracking technology users from Germany and the USA. Aslib J Inf Manag 73(2):180–200
Ioannou A et al (2020) Privacy concerns and disclosure of biometric and behavioral data for travel. Int J Inf Manag 54:102–122
Jin GZ, Kato A (2006) Price, quality, and reputation: evidence from an online field experiment. Rand J Econ 37(4):983–1004
Johnson GA et al (2020) Consumer privacy choice in online advertising: who opts out and at what cost to industry? Mark Sci 39(1):33–51
Kai L et al (2015) An empirical analysis of users’ privacy disclosure behaviors on social network sites. Inf Manag 52(7):882–891
Kolotylo-Kulkarni M et al (2021) Information disclosure in e-commerce: a systematic review and agenda for future research. J Bus Res 126:221–238
Li P, Cho H, Goh ZH (2019) Unpacking the process of privacy management and self-disclosure from the perspectives of regulatory focus and privacy calculus. Telemat Inf 41:114–125. https://doi.org/10.1016/j.tele.2019.04.006
Malhotra NK et al (2004) Internet users’ information privacy concerns (IUIPC): the construct, the scale, and a causal model. Inf Syst Res 15(4):336–355
Martin KD, Murphy PE (2017) The role of data privacy in marketing. J Acad Mark Sci 45(2):135–155
Mcknight DH, Chervany NL (2001) What trust means in E-commerce customer relationships. Int J Electron Commer 6(2):35–59
Melinda LK, Katherine TB (2008) The influence of personality traits and information privacy concerns on behavioral intentions. J Comput Infor Syst 48(4):15–24
Melumad S, Meyer R (2020) Full disclosure: how smartphones enhance consumer self-disclosure. J Mark 84(3):28–45
Menard P, Bott GJ (2020) Analyzing IoT users’ mobile device privacy concerns: extracting privacy permissions using a disclosure experiment. Comput Secur 95:1–14
Milne GR, Boza ME (1999) Trust and concern in consumers’ perceptions of marketing information management practices. J Interact Mark 13(1):5–24
Milne GR et al (2017) Information sensitivity typology: mapping the degree and type of risk consumers perceive in personal data sharing. J Consum Aff 51(1):133–161
Muhammad S et al (2018) Analysis of factors that influence customers’ willingness to leave big data digital footprints on social media: a systematic review of literature. Inf Syst Front 20(3):559–576
Osatuyi B et al (2018) “ Fool me once, shame on you … then, I learn.” an examination of information disclosure in social Networking Sites. Comput Hum Behav 83:73–86
Proudfoot JG et al (2018) Saving face on facebook: privacy concerns, social benefits, and impression management. Behav Inf Technol 37(1):16–37
Roghanizad M, Neufeld DJ (2015) Intuition, risk, and the formation of online trust. Comput Hum Behav 50:489–498
Shane-Simpson C, Manago A, Gaggi N, Gillespie-Lynch K (2018) Why do college students prefer facebook, twitter, or instagram? site affordances, tensions between privacy and self-expression, and implications for social capital. Comput Hum Behav 86:276–288. https://doi.org/10.1016/j.chb.2018.04.041
Sheehan K (2000) Toward a typology of internet users and online privacy concerns. Inf Soc 18(1):21–32
Sheehan KB, Hoy MG (2000) Dimensions of privacy concern among online consumers. J Public Policy Mark 19(1):62–73
Shen N, Bernier T, Sequeira L, Strauss J, Silver MP, Carter-Langford A, Wiljer D (2019) Understanding the patient privacy perspective on health information exchange: A systematic review. Int J Med Inf 125:1–12. https://doi.org/10.1016/j.ijmedinf.2019.01.014
Smith HJ et al (1996) Information privacy: measuring individuals’ concerns about organizational practices. MIS Q 20(2):167–196
Smith HJ et al (2011) Information privacy research: an interdisciplinary review. MIS Q 35(4):989–1015
Stone EF, Stone DL (1990) Privacy in organizations: theoretical issues, research findings, and protection mechanisms. Res Pers Hum Resour Manag 8(3):349–411
Sun YQ et al (2021) Calculus interdependency, personality contingency, and causal asymmetry: toward a configurational privacy calculus model of information disclosure. Inf Manag 58(8):103556
Sun YQ et al (2022) Do individuals disclose or withhold information following the same logic: a configurational perspective of information disclosure in social media. Aslib J Inf Manag. https://doi.org/10.1108/AJIM-06-2021-0180
Thompson N, Brindley J (2021) Who are you talking about? contrasting determinants of online disclosure about self or others. Inf Technol People 34(3):999–1017
Urbonavicius S et al (2021) From social networking to willingness to disclose personal data when shopping online: modelling in the context of social exchange theory. J Bus Res 136:76–85
Westin AF (2010) Social and political dimensions of privacy. J Soc Issues 59(2):431–453
Williams LJD (2003) A model integrating the multidimensional developmental theory of privacy and theory of planned behavior to examine fabrication of information online. Mark Lett 14(4):257–272
Wirtz J, Lwin MO (2009) Regulatory focus theory, trust and privacy concern. J Serv Res 12(2):190–207
Xie WH et al (2019) Construction and measurement of online privacy concerns based on multidimensional development theory (China). J Mod Inf 39(01):137–147
Ye BJ, Wen ZL (2013) A discussion on testing methods for mediated moderation models: discrimination and integration (China). Acta Psychol Sin 45(09):1050–1060
Youn S (2009) Determinants of online privacy concern and its influence on privacy protection behaviors among young adolescents. J Consum Aff 43(3):389–418
Yu L et al (2020) A meta-analysis to explore privacy cognition and information disclosure of internet users. Int J Inf Manage 51:102015
Zhang X et al (2018) Health information privacy concerns, antecedents, and information disclosure intention in online health communities. Inf Manag 55(4):482–493
Zhu H et al (2013) Research on information privacy boundaries and sensitivity of net users (China). J Guangdong Univ Technol 30(04):26–32
Funding
General program of National Natural Science Foundation of China (No. 71672043) provided funding for this research.
Author information
Authors and Affiliations
Contributions
XIE Weihong is the supervisor of the paper and is responsible for questionnaire design, data collection, and paper revision. ZHANG Qian is responsible for the analysis of questionnaire data and the writing of the paper.
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that there is no conflict of interest regarding the publication of this paper.
Ethics approval
This article does not contain any research conducted by the author on human participants or animals.
Informed consent
All authors agree to submit this edition and declare that no part of this manuscript has been published or submitted elsewhere.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Weihong, X.I.E., Qian, Z. The online website privacy disclosure behavior of users based on concerns-outcomes model. Soft Comput 26, 11733–11747 (2022). https://doi.org/10.1007/s00500-022-07369-1
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s00500-022-07369-1