Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure

The COVID-19 pandemic has been a chance and boost for those retailers that develop their online profile. This new context can raise privacy issues on the consumer side. For this reason, here we explore determinants of self-disclosure, its relationship with customer care. We collected data through an survey (n = 426) tested variance-based structural equations model. findings unriddle role perceived care as antecedent both control trust, latter emerging key mediator impact concern self-disclosure. Moreover, in line previous studies, was found to be positively related negatively concerns. According findings, draw several managerial implications suggest future research paths.