Antecedents of information sensitivity and willingness to provide
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 8 June 2022
Issue publication date: 15 August 2022
Abstract
Purpose
This 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/approach
An online survey of mobile Internet users was conducted in China, generating a total of 1,000 qualified responses for analysis.
Findings
Results 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/value
This 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.
Keywords
Acknowledgements
The authors acknowledge the financial support from the Beijing University of Posts and Telecommunications-China Mobile Research Institute Joint Innovation Center (S2021171) and the National Natural Science Foundation of China (No.71772059). The authors also thank Eva-Maria Schomakers for providing the data of German sample.
Citation
Kang, J., Lan, J., Yan, H., Li, W. and Shi, X. (2022), "Antecedents of information sensitivity and willingness to provide", Marketing Intelligence & Planning, Vol. 40 No. 6, pp. 787-803. https://doi.org/10.1108/MIP-02-2022-0065
Publisher
:Emerald Publishing Limited
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