How Is Privacy Behavior Formulated? A Review of Current Research and Synthesis of Information Privacy Behavioral Factors

What influences Information Communications and Technology (ICT) users’ privacy behavior? Several studies have shown that users state to care about their personal data. Contrary to that though, they perform unsafe privacy actions, such as ignoring to configure privacy settings. In this research, we present the results of an in-depth literature review on the factors affecting privacy behavior. We seek to investigate the underlying factors that influence individuals’ privacy-conscious behavior in the digital domain, as well as effective interventions to promote such behavior. Privacy decisions regarding the disclosure of personal information may have negative consequences on individuals’ lives, such as becoming a victim of identity theft, impersonation, etc. Moreover, third parties may exploit this information for their own benefit, such as targeted advertising practices. By identifying the factors that may affect SNS users’ privacy awareness, we can assist in creating methods for effective privacy protection and/or user-centered design. Examining the results of several research studies, we found evidence that privacy behavior is affected by a variety of factors, including individual ones (e.g., demographics) and contextual ones (e.g., financial exchanges). We synthesize a framework that aggregates the scattered factors that have been found in the literature to affect privacy behavior. Our framework can be beneficial to academics and practitioners in the private and public sectors. For example, academics can utilize our findings to create specialized information privacy courses and theoretical or laboratory modules.