The Moderating Effect of Perceived Online Privacy Risk on the Relationship between Merchant Characteristics and Willingness to Disclose Personal Data

Authors

  • Pathou Pimrabiab Chulalongkorn University
  • Witsinee Bovornusvakool Chulalongkorn University
  • Sunthud Pornprasertmanit Chulalongkorn University
  • Sipat Triukose จุฬาลงกรณ์มหาวิทยาลัย
  • Supoet Srinutapong Advanced Info Service Public Company Limited.

Keywords:

Online Merchant Characteristics, Willingness to Disclose Personal Data, Perceived Risk

Abstract

The purpose of this research study is to explore the relationship between perceived online merchant characteristics and willingness to disclose personal data, while examining the moderating effect of perceived online privacy risk. An online survey was employed to collect data from 354 samples, which resulted in a total of 1,062 respondents. The results showed that the effect of perceived online merchant characteristics on the willingness to disclose personal data was significantly moderated by the level of perceived online privacy risk. In other words, ratings of online merchant characteristic interacted significantly with perceived online privacy risk which influenced participant's willingness to disclose personal data. This positive interaction depended on the level of perceived online privacy risk. That is, individuals with a high level of online privacy risk were less willing to disclose their personal data, while those with a low level of online privacy risk were significantly more likely to disclose such information. The willingness to disclose personal data was high when perceived online merchant characteristic ratings were high in both low and high levels of perceived online privacy risk.

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Author Biographies

Pathou Pimrabiab, Chulalongkorn University

Human Resource and Work Psychology, Faculty of Psychology

Witsinee Bovornusvakool, Chulalongkorn University

Faculty of Psychology

Sunthud Pornprasertmanit, Chulalongkorn University

Faculty of Psychology

Sipat Triukose, จุฬาลงกรณ์มหาวิทยาลัย

Research Group on Applied Digital Technology in Medicine (ATM), Chulalongkorn University Big Data Analytics and IoT Center (CUBIC)

Published

2021-12-28

How to Cite

Pimrabiab พ. ., Bovornusvakool ว. บ., Pornprasertmanit ส. ., Triukose ศ. ., & Srinutapong ส. . (2021). The Moderating Effect of Perceived Online Privacy Risk on the Relationship between Merchant Characteristics and Willingness to Disclose Personal Data. Creative Business and Sustainability Journal, 43(4), 38–59. Retrieved from https://so01.tci-thaijo.org/index.php/CBSReview/article/view/253701