FACTORS DRIVING CONSUMER’S WILLINGNESS TO SHARE PERSONAL DATA ON SOCIAL MEDIA PLATFORM

• Main Author: Fahrian, Hilali
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66959
• Institution: Institut Teknologi Bandung

Factors driving consumer willingness to share personal data have been extensively discussed by journals, but there are gaps in the literature that exist in terms of the research area, research location, and variables discussed. Prior evidence reveals that consumers are still in a vague state where they tend to be sensitive and concerned about their privacy, but on the other hand they are also willing to share their personal data privacy (privacy paradox). On the other hand, social media platforms are also threatened by reputational damage and financial loss when they utilize consumers' personal data carelessly. In this research the author will examine which factors from the variables of privacy calculus (perceived benefits, perceived privacy control, perceived risk, perceived fairness, emotions, and bounded rationality) that have an influence on consumer willingness to share personal data on social media platforms, according to previous research. With these factors as consumer willingness dimensions, this study aims to resolve the privacy paradox by examining the factors driving consumer willingness to share personal data on social media platforms, as well as its effect on social media platforms itself and give recommendations to them. This research employs a quantitative methodology, using an online survey technique. Respondents who were involved in this study are 223 respondents. Those data were analyzed by the PLS-SEM method using the Smart-PLS application. In this research findings reveal that only perceived privacy control, perceived risk, perceived fairness, and bounded rationality have significant effect on the consumer willingness to share personal data on social media platforms. This research will contribute to filling in research gaps and expands our knowledge of the factors driving consumer willingness to share personal data on social media platforms with the outcomes achieved.