Unfolding the privacy paradox among mobile social commerce users: a multi-mediation approach

ABSTRACT

Considering that privacy paradox is currently an underexplored research area, this study proposes a privacy paradox model to explain the reasons behind such phenomenon. Built upon the theoretical link of belief-intention-behaviour and the idea of multi-mediation, this study seeks to discover the relationship between concern for social media information privacy and usage intention, and the potential mediators that stand between such linkage. The results suggest that perceived mobility and social support do mediate the said linkage, and the model could reasonably explain usage intention, which surprisingly has a negative association with usage behaviour. Theoretical and practical implications are subsequently offered.

KEYWORDS:

• Privacy paradox
• concern for social media information privacy
• mobile technology acceptance model
• perceived mobility
• social support

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Keng-Boon Ooi http://orcid.org/0000-0002-3384-1207

Jun-Jie Hew http://orcid.org/0000-0003-4957-1050

Binshan Lin http://orcid.org/0000-0002-8481-302X

Additional information

Funding

This work was supported by the Universiti Tunku Abdul Rahman [grant number UTARRPS/2017/25, vote number 6251/H05].