Privacy-Paradox of Generation Z: Decision to Share Personal Information towards Personalized Shopee Advertisement

Abstract

This study investigates the behavior of consumers towards the decision to share personal information towards personalized advertisement. The purpose is to analyze how willing consumers are to share their personal information. Using a qualitative research design, this study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) by the UTAUT framework to explore the relationships among the variables. Questionnaires will be distributed amongst age groups 13-28 years old and should be residing in CALABARZON. Participants should have shared their personal information through personalized advertising through Shopee or any brands in social media. The research aimed to explore the impact of Performance Expectancy, Social Influence, Facilitating Conditions, and Effort Expectancy on both the Intention to Share Personal Information and Decision to Share Personal Information through the Shopee application among Generation Z consumers in CALABARZON. Consumers are more likely to share their personal information when there is a benefit as well as a clear communication of data and ease of use of the platform. Social influence has a moderating effect on decision to share personal information. Shopee offers adequate facilitating conditions to protect user data and establishes enough trust to share personal information.