The effect of information privacy concern on users' social shopping intention

Purpose: The purpose of this research is to examine the effect of information privacy concern on users' social shopping intention. Design/methodology/approach: Based on the 340 valid responses collected from a survey, structural equation modeling (SEM) was employed to examine the research model. Findings: The results indicated that while disposition to privacy positively affects privacy concern, both reputation and laws negatively affect privacy concern, which in turn decreases social shopping intention. In addition, trust partially mediates the effect of privacy concern on social shopping intention. Research limitations/implications: The results imply that social commerce companies need to mitigate users' privacy concern in order to facilitate their shopping behavior. Originality/value: This research disclosed that privacy concern receives a tripartite influence from users (disposition to privacy), platforms (reputation) and governments (laws). The results help us gain a complete understanding of information privacy concern mitigation in social shopping.