The effect of privacy risk on users' social commerce intention

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.