INVESTIGATING PRIVACY PARADOX: DATA PRIVACY BEHAVIOURAL INTENTION AND DISCLOSURE BEHAVIOUR

Abstract

Data privacy has become a serious concern nowadays. Consumer thinks once or twice before
sharing personal information with sellers because in recent years there are many cases have
come regarding misuse of consumer data. Consumer personal data helps sellers to serve their
customers in a better way and run personalised promotional schemes. In the context of
privacy paradox, consumer actual claim regarding data privacy and actual disclosure
behaviour has contradictory observation. The objective of this study is to find out the factors
that form positive information disclosure behaviour in the mind of consumers. To study
disclosure behaviour, we have considered risk-benefit, nature of data, trust in the brand, and
behavioural intention as variables that play a role in framing a particular type of disclosure
behaviour. Through a convenient sampling technique, a total of 376 respondents were
selected and interviewed with the help of a structured questionnaire. The finding suggest that
trust in the brand has a major role in forming positive behavioural intention and disclosure
behaviour regarding personal information sharing to sellers. Whereas, risk-benefit has
positive and nature of data hurts intention building and disclosure behaviour.