Abstract:
The self-disclosure of personal information by users on online retailing plays a vital role
in the self-sustainability of online networking service provider platforms. However,
people's levels of privacy concern increase as a direct result of illegal obtaining and abuse
of personal information from the use of online retail sites which in turn discourages users
from revealing their information or encourages users to submit fake information online.
After a review of the Theory of Planned Behavior and literature review, an integrated
model is proposed to explain privacy disclosure behaviors on online retailing sites of
young consumers in Sri Lanka. Thus, the aim of this paper is to find the key factors such
as privacy risk, information control, information sensitivity, and subjective nofins impact
to users' privacy -disclosure of personal information.
Through a study on the constructs of privacy concern and self-disclosure, this study aims
at increasing the levels of privacy concern, while supporting online transactions and
further inspiring the expansion of online retailing sites.
This was conducted in a quantitative marmer where required data from 200 respondents
using self-administrated structured questionnaires which were distributed online. Here, the
researcher adopts Regression analysis and Mediating analysis to test the research
questions. The results indicated that there has a negative impact between privacy concern
and privacy disclosure. Furthermore, a comprehensive discussion on the results referring
to literature, managerial implications of the study findings, and further research areas have
been discussed in the latter part of this paper
