Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Investigating Privacy Paradox: Consumer Data Privacy Behavioural Intention and Disclosure Behaviour

Author(s): Dr. Bijay Prasad Kushwaha, Dr. Raj Kumar Singh and Dr. Vikas Tyagi

Data privacy has become a serious concern due to the misuse of consumer data by sellers in the recent decade. In the context of the 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 the consumer privacy paradox, the researcher has considered risk-benefit, nature of data, trust in the brand, and behavioural intention as variables that play a crucial role in framing a particular type of disclosure behaviour. Through a convenient sampling technique, 376 respondents were selected and interviewed with the help of structured questionnaire. Results suggest that trust in the brand has a major role in forming positive behavioural intention and disclosure behaviour. Similarly, risk-benefit has a positive impact on disclosure intention however nature of data hurts intention building about personal information disclosure.

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