Privacy concerns in the shared world Examining the role of personality traits as moderators in the relationship between privacy concerns and the intention to use

Abstract

This research investigated the relationship between privacy concerns and the intention to use, with a focus on exploring the potential moderating role of personality traits. The goal is to provide concrete marketing implications for managers. The research is based on the sharing economy platform Uber. A survey involving 118 respondents examined privacy concerns, intention to use Uber, personality traits, as well as demographic and control variables. The results reveal a significant negative impact of privacy concerns on the intention to use Uber. However, each of the personality traits do not show a significant effect as a moderator. Consequently, marketing managers need to address privacy concerns rather than targeting specific personality traits to enhance the intention to use Uber. The study acknowledges limitations concerning sample representativeness, scale reliability, and control variables, suggesting opportunities for future research to improve these aspects. Nonetheless, this research offers valuable insights for marketing managers to inform their strategies.