To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers’ Social Media Engagement and Online Privacy Protection Behaviors
研究了消费者社交媒体参与和在线隐私保护行为的影响因素，发现隐私侵犯经历和感知控制通过隐私担忧和信任影响行为，调节焦点理论有助于解释隐私悖论。
Consumers’ personal information often informs retailers’ marketing efforts in terms of creating value in the online marketplace. This study examines four factors related to consumers’ social media engagement and online privacy protection behaviors. Regulatory focus, social exchange, and marketing relationship theories explain the online consumer personal information share-and-protect model developed. Consumers aged 18–64 years across the United States participated in this survey research. The results suggest that while personal privacy violation experience and perceived secondary control of one's personal information are influential antecedents, privacy concerns and trust in social media websites mediate each of these respectively. The findings suggest that promotion- and prevention-related behaviors regarding personal information align with the orientation of the antecedents, indicating that regulatory focus theory shows promise for examining the privacy paradox. We conclude by developing a matrix that integrates regulatory focus and social exchange theories to guide future research.