Privacy Dynamics in E-commerce: Integrating Rational Calculations and Unconscious Processes
(A2024-119661)

AUTHORS

Meysam Moayery, ISG INTERNATIONAL BUSINESS SCHOOL

ABSTRACT

This research focuses on challenges associated with personal data in ecommerce, with a focus on the "privacy paradox" wherein consumer behaviors frequently diverge from privacy concerns. In reviewing the privacy calculus theory, the study questions rationality assumptions and information sensitivity oversight. It proposes an integrated model merging the calculus framework and the Reflective-Impulsive Model to elucidate conscious and unconscious influences on information disclosure. Data gathered from 216 participants reveals that both reflective and impulsive systems concurrently shape disclosure behaviors, challenging the prevailing rational perspective on privacy. The study provides empirical evidence on impulsiveness guiding behaviors toward riskier privacy outcomes, advancing comprehension of consumer privacy dynamics in ecommerce contexts. Keywords: Privacy Paradox, Privacy Calculus Theory, Reflective-Impulsive Model Track: Digital Marketing and Social Media