Exploring the Impact of Emotions on Internet Users' Perceived Privacy

The study of information privacy in e-commerce is still in its infancy. Current studies have mainly focused on consumers’ general concern for privacy. They have largely ignored situational factors (such as emotions, website design, etc) and the potential influence of situational factors in shaping Internet users’ perception about the level of privacy (or privacy belief) ensured by online vendors. This study draws on cognitive congruency theory to explore the impact of emotions on Internet users’ privacy beliefs. It finds that, for an unfamiliar website, a holistic shopping experience triggers various emotions. These emotions (likings and frustration) then act as the primary determinants of privacy belief. Privacy concern is a less important factor in shaping privacy beliefs. Trust belief and privacy belief then serve as primary antecedents of intention to give out personal information. Therefore, in the future, privacy researchers should devote more efforts to studying privacy belief and the impact of situational factors.