We investigate the construct of privacy concern and its dimensions, together with its expected counterbalance, trust in the information collector, on willingness to disclose different information types to a digital seller in a multicountry study. This issue is critical, given the evolution of technologies that now allow for the collection and analysis of a huge amount of data. We conceptualise consumers’ privacy concerns as the extent to which a consumer is concerned about (Milberg, et al., 2000; Rose, 2006): (1) the general collection of personal information (data collection), (2) unauthorised secondary use (data secondary usage), (3) improper access (data access) and (4) errors (data accuracy). The first contribution of our research is that we will verify the validity of the four dimensions of information privacy concern in a multiple-country study. We then develop a model by testing the impacts of privacy concern and trust on the willingness to disclose sensitive and non-sensitive information. First, our results validate the privacy concern scale based on the four dimensions (data collection, data secondary usage, data access and data accuracy) in eight countries and show that information disclosure can contain an inner trap based on customer training to disclose information that may transform information disclosure in an habit that increases willingness to share that may overcome the effects of privacy concern and trust on customers’ intended behaviours, opening possibilities of potential harmful behaviours on the part of companies to get data from their prospects that should be carefully monitored and managed.

Every day, large amounts of personal information are collected by private companies from consumers through multiple sources. Loyalty programs are one of the most popular tools, used to gather such information. Information that is used to offer more personalised options and to target more effectively their promotions. However, many consumers are still attracted to such programs because of the rewards and other benefits offered. Privacy concerns over loyalty programs seem to take their toll. According to a Colloquy (2015) report the numbers of active members is dropping and one of the main reasons cited in the report is privacy concerns. Declining numbers and increased privacy concerns raise the question of how concerned consumers appreciate the benefits offered by loyalty programs and how their satisfaction and loyalty are affected. Apparently, loyalty programs cannot always guarantee loyalty (Nielsen, 2013) as a large portion of consumers demand better protection of their privacy (Madden, 2014) and decline to subscribe to such programs over privacy concerns (Maritz, 2013). The objectives of this study are firstly to examine the underlying reasons behind consumers’ privacy perceptions and secondly to investigate how such perceptions alter consumers’ appraisal of the benefits offered by the loyalty program as well as satisfaction with the program and consumer loyalty. Based on a review of the relevant literature a set of testable hypotheses was developed.

This study aims to examine what factors affect the use of promotion advertisement of Social Network Game(SNG). The results show that the user's age has significant impact on privacy concern. The user's sex and SNG time don't make a difference to privacy concern. Privacy concern has an influence on the advertising attitude of SNG user's. As user had more privacy concern, user has lower attention and credibility, higher annoyingness. User's perception for usefulness, credibility of mobile game advertising and SNG time are proved to be effective factors on the use of SNG promotion advertisement.