Antecedents and outcomes of information privacy concerns: Role of subjective norm and social presence

Online information privacy has become a growing social concern that may result in people blocking their personal information during social website interactions. The purpose of this study is to analyze the impact of a disposition toward privacy, the subjective norm for disclosure, and the social presence of a website on a person's privacy concerns about the website. It also examines the moderating role of website utility. The findings indicate a positive influence from a disposition toward privacy, the subjective norm for disclosure, and the social presence of a website on website-specific privacy concerns. Furthermore, the significant moderating role of website utility indicates that website utility helps to mitigate the negative effects of website privacy concerns on behavioral intention. This study also extends the information privacy literature through the analysis of the impact of the social presence of a website and the subjective norm for disclosure on website-specific privacy concerns.