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Investigating Privacy and Information Disclosure Behavior in Social Electronic Commerce

Author

Listed:
  • Yuan Sun

    (School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018, China
    Zheshang Research Institute, Zhejiang Gongshang University, Hangzhou 310018, China)

  • Shuyue Fang

    (School of Business Administration, Zhejiang Gongshang University, Hangzhou 310018, China)

  • Yujong Hwang

    (School of Accountancy & MIS, DePaul University, Chicago, IL 60604, USA
    College of International Studies, Kyung Hee University, Yongin 446-701, Korea)

Abstract

Social e-commerce has steadily emerged as a current trend for an enormous amount of Internet users. Despite the popularity and prevalence of social e-commerce, many users hesitate to disclose their information due to privacy concerns. This resistance from users impedes the development of social e-commerce enterprises. In order to help enterprises collect more user information and establish better development strategies, this research builds on the Privacy Antecedent-Privacy Concern-Outcomes (APCO) model and the theory of privacy calculus. This research investigates how the privacy antecedents of hot topic interactivity and group buying experience influence users’ privacy concerns and perceived benefits as well as how to further influence users’ information disclosure behavior. The results from 406 questionnaire responses indicate that hot topic interactivity and group buying experience have significant negative impacts on privacy concerns and significant positive impacts on perceived benefits. Privacy concerns negatively influence the behavior of information disclosure while perceived benefits positively influence the behavior of information disclosure. Based on these results, social e-commerce enterprises should promote users’ behaviors of hot topic interactivity and group buying to stimulate users’ information disclosure behavior.

Suggested Citation

  • Yuan Sun & Shuyue Fang & Yujong Hwang, 2019. "Investigating Privacy and Information Disclosure Behavior in Social Electronic Commerce," Sustainability, MDPI, vol. 11(12), pages 1-27, June.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:12:p:3311-:d:240122
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    References listed on IDEAS

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    Cited by:

    1. Minh Ha Nguyen & Bui Thanh Khoa, 2019. "Perceived Mental Benefit in Electronic Commerce: Development and Validation," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    2. Byoungsoo Kim & Daekil Kim, 2020. "Understanding the Key Antecedents of Users’ Disclosing Behaviors on Social Networking Sites: The Privacy Paradox," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    3. Lucia-Palacios, Laura & Pérez-López, Raúl, 2021. "Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 41-54.

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