Impact of Privacy Settings on Intention of Mobile Shoppers to Disclose Information from the Perspective of Technical Features: Trust as Mediator Variable

Abstract

Widespread use of big data technology in mobile shopping provides users with personalized services but can also lead to infringements of their privacy, which would not help users to maintain their trust in mobile shopping platforms and be willing to disclose personal information. Therefore, privacy protection technologies are necessary. Privacy settings allow users to choose which information to disclose, enhance user trust, and ultimately, affect their intention to disclose personal information. Based on innovation diffusion theory and technology acceptance model, from the perspective of technical features, this study used structural equation model to examine the impact of privacy settings on the intention of mobile shoppers to disclose information with trust for mediation. The findings show that trust has a significant positive effect on their intention. Among the technical features of privacy settings, applicability, ease of use, and effectiveness enhance trust. The first two features enhance the comparative advantages (effectiveness and interactivity) of privacy settings while applicability also enhances ease of use. This paper provides recommendations to mobile service providers for improving their privacy settings and creating more secure mobile shopping environments.