The Privacy Paradox on Social Media: Balancing Privacy Concerns, Perceived Value, and Purchase Intentions with Habit Moderation

Collecting data from social media platforms has become increasingly streamlined, while privacy policies are being actively promoted. Social media users enjoy various features free of charge, but it's important to recognize that their data serves as the currency for these services. Often, social media users willingly grant access to their location, which proves highly beneficial for both the social media platforms and marketers. However, this exchange of information comes at the cost of users’ privacy. Hence, the primary objective of this study is to delve into the privacy paradox within the realm of social media. This involves understanding how privacy concerns, perceived value, and purchase intentions are interlinked, with social media habits acting as a moderating factor. The findings reveal that privacy concerns alone do not significantly impact purchase intentions. Instead, perceived value emerges as a crucial mediating variable between privacy concerns and purchase intentions. Furthermore, social media habits play a pivotal role in strengthening the connection between perceived value and purchase intentions.