FACTORS IMPACT ON PRIVACY DISCLOSURE OF YOUNG CONSUMERS IN BADULLA DISTRICT WITH SPECIAL REFERENCE TO ONLINE RETAILING PLATFORMS

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