The effect of information privacy concern on users' social shopping intention
ISSN: 1468-4527
Article publication date: 8 July 2020
Issue publication date: 20 August 2020
Abstract
Purpose
The purpose of this research is to examine the effect of information privacy concern on users' social shopping intention.
Design/methodology/approach
Based on the 340 valid responses collected from a survey, structural equation modeling (SEM) was employed to examine the research model.
Findings
The results indicated that while disposition to privacy positively affects privacy concern, both reputation and laws negatively affect privacy concern, which in turn decreases social shopping intention. In addition, trust partially mediates the effect of privacy concern on social shopping intention.
Research limitations/implications
The results imply that social commerce companies need to mitigate users' privacy concern in order to facilitate their shopping behavior.
Originality/value
This research disclosed that privacy concern receives a tripartite influence from users (disposition to privacy), platforms (reputation) and governments (laws). The results help us gain a complete understanding of information privacy concern mitigation in social shopping.
Keywords
Acknowledgements
This work was supported by National Natural Science Foundation of China (71771069, 71831006, 71810107003) and NSFC-Zhejiang Joint Fund for the Integration of Industrialization and Informatization (U1509220).
Citation
Zhou, T. (2020), "The effect of information privacy concern on users' social shopping intention", Online Information Review, Vol. 44 No. 5, pp. 1119-1133. https://doi.org/10.1108/OIR-09-2019-0298
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited