Antecedents of information sensitivity and willingness to provide

PurposeThis study aims to investigate the antecedents of mobile Internet users’ perception of information sensitivity (PIS) and willingness to provide personal information (WTP). It provides insights about how these antecedents influence users’ perceived information sensitivity and willingness to provide.Design/methodology/approachAn online survey of mobile Internet users was conducted in China, generating a total of 1,000 qualified responses for analysis.FindingsResults reveal the differential effects of some major antecedents of mobile Internet users’ perceived information sensitivity and willingness to provide (individual disposition to value privacy, age, gender, app type and privacy concerns) and such impact vary across low-, medium- and high-privacy segments.Originality/valueThis study provides insights into the antecedents of mobile Internet users’ attitudes towards personal information privacy. It also extends the understanding of users’ perceived information sensitivity and willingness to provide such information comparatively among four countries.