The increase in online activities and e-commerce has resulted in an increase in the amount of data collected online. The information collected can be used for various reasons positive and negative. In the end, consumers are becoming more concerned about their privacy. They have come up with a variety of measures to safeguard their privacy online. This includes withholding, obfuscating or fabricating personal data and not engaging in commercial transactions that require it as well as gravitating toward more privacy-friendly competitors.

Online privacy concerns are now an important issue that affects consumer behavior across a wide range of settings and transactions. This article employs the probability sample to analyze the impact of online privacy concerns on consumers’ willingness to share their personal data online. It proposes a research model demonstrating that online privacy concerns are linked to individual factors like socio-demography, online experience and trust, as well as with regulations from online privacy concerns in transactions the government.

The results show that those who have high levels of awareness of the risks to privacy are more willing to disclose their personal information in e-commerce, as well as have reported being active on social media and commenting on online forums. Furthermore, privacy issues on the internet are driven by the perceived advantages of sharing information and the reality of what they would have gained in the absence of sharing. Finally, the level of privacy concerns on the internet is also dependent on the person’s culture.