Privacy Concerns in E-commerce and its Impact on Self-Disclosure
Affiana Aulia (a*), Bernardinus M. Purwanto (b)

a.) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia. *affianaaulia[at]mail.ugm.ac.id
b.) Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada Jalan Sosio Humaniora No. 1, Bulaksumur, Yogyakarta 55281, Indonesia.

Abstract

At this time we cannot be separated from self-disclosure activities, almost all of our activities are carried out online, including shopping. Nowadays, people shop on e-commerce which is considered more practical than conventional shopping. Shopping online requires consumers to disclose themselves, usually online service providers require information such as address, cellphone number, full name, etc. for shopping purposes. We cannot escape these policies if we want to use e-commerce, but on the one hand, this data collection practice is not favored by all consumers because they fear for their privacy. Existing research generally focuses on the antecedents of self-disclosure, only a few examine the impact of self-disclosure, this study wants to examine the impact of self-disclosure on the purchasing behavior experienced by consumers on e-commerce whether consumers will tend to shop online or offline. This study examines three antecedents of privacy concern and one antecedent of self-disclosure using Communication privacy management theory and psychological reactance theory as the theoretical foundation. This research employs a Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach to analyze survey data collected from respondents in Indonesia. This research contributes to the literature on the impact of self-disclosure in the context of e-commerce.

Keywords: Offline Purchase Behavior- Online Purchase Behavior- Privacy Awareness- Privacy Control- Privacy Policy.

Topic: Marketing management