The Effect of Perceived Control of Information and Privacy Risk on Customers' Purchasing Intention in Social Commerce Platforms: The Moderating Role of Personal Interest

Abstract

The necessity of high-level control on information is always on the increase by the users of the social network platforms to safeguard their privacy. Yet, scarce empirical research work and studies have investigated the impact of perceived privacy risk and perceived control of information on the purchasing intention of the customers in social commerce domains. Therefore, this study aims to examine the impact of perceived control of information and perceived privacy risk on the purchasing intention of the customers among the social commerce platforms. The personal interest’s moderating role toward the purchasing intention perceived privacy risk, and perceived control of information is also explored. Data was collected from 421 Palestinian consumers using social commerce platforms, who voluntarily participate in the current study. The findings of a PLS-SEM data analysis gleaned from Palestinian customers indicate a positive and significant relationship between perceived control of information and the purchasing intention of the customers. Besides, the findings indicate a negative and significant relationship between perceived control of information and perceived privacy risk, affecting the purchasing intention of the customers. Moreover, the results demonstrate a negative and significant relationship between perceived privacy risk and purchasing intention. Lastly, the findings indicated that the personal interest’s moderating effect is insignificant.