Title: The effect of privacy risk on users' social commerce intention

Authors: Tao Zhou

Addresses: School of Management, Hangzhou Dianzi University, Hangzhou, 310018, China

Abstract: Due to the disclosure of personal information, users may face privacy risk associated with social commerce transactions. At the same time, they may obtain benefits such as social rewards from interacting with other members. Drawing on a cost-benefit perspective, this research examined the effect of privacy risk on users' social commerce intention. The results indicated that privacy assurances and social interaction have significant effects on privacy risk and social rewards, both of which in turn affect users' social commerce intention. The results imply that service providers need to adopt privacy assurances and facilitate users' social interaction in order to promote their social commerce intention.

Keywords: social commerce; privacy risk; social rewards; privacy policy; social interaction.

DOI: 10.1504/IJNVO.2020.10028279

International Journal of Networking and Virtual Organisations, 2020 Vol.23 No.1, pp.82 - 96

Received: 15 Nov 2018
Accepted: 04 Mar 2019

Published online: 07 Apr 2020 *

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