The Influence of Infomration sensitivity, Compensation on Privacy Concern and Behaviour Intention

The holdbacks of information privacy to online marketing result in scholars’ research passionate around privacy concern. Following the research trend, this study examined the effect of two antecedent factors--information sensitivity and compensation--and their interactions on privacy concern and behaviour intention including information disclosure, protection intention and transaction intention. Two types of information (basic information as less sensitive information;, basic and financial information in purchasing context, basic and identifiable information in job hunting context as more sensitive information) and two types of compensation (30% sale discount as low level of compensation, free job vacation information as high level of compensation) were assigned to approximately reflect the practices in the real world. The experimental results show that privacy concern has negative effect on information disclosure but positive effect on protection intention. Information sensitivity has negative effect on information disclosure and transaction intention but positive effect on protection intention. On the contrary, compensation has positive effect on information disclosure and transaction intention. Moreover, compensation negatively interacts with information sensitivity, which has positive effect on information disclosure. These outcomes imply marketers should beware of the cost-benefits level to obtain accurate personal information.