Privacy Paradox: The Roles of Online Shopping Habits and Regulatory Foci in Bridging the Intention–Behavior Gap.

This article investigates the intention–behavior gap within the privacy paradox by examining how online shopping habits and regulatory foci moderate the relationship between consumers' intentions to disclose personal information and their actual disclosure behavior. Through two studies involving online food delivery and fashion retail contexts, the research finds that stronger online shopping habits weaken the link between disclosure intentions and behavior, while prevention-focused individuals (those motivated to avoid negative outcomes) show a stronger alignment between their intentions and disclosure actions compared to promotion-focused individuals (those motivated by gains). Additionally, the studies reveal that shopping intention mediates the effect of disclosure intention and habits on behavior, and commitment to intention mediates the effect of disclosure intention and regulatory focus on behavior, particularly for prevention-focused consumers. These findings contribute to consumer privacy literature by highlighting the roles of automatic habitual processes and motivational orientations in explaining why consumers often disclose more personal information than they intend, offering practical implications for consumers, firms, and policymakers in managing privacy decisions.