Understanding information sensitivity perceptions and its impact on information privacy concerns in e-commerce services: Insights from China

Although research topics related to information privacy in e-commerce services have been extensively studied, we still lack knowledge about consumers' information sensitivity perceptions to the disclosure of different personal information types and its impact on information privacy concerns in this context. To bridge the research gap, we identified 28 common personal information types requested by e-commerce services and investigated (n=1225) Chinese consumers based on an online questionnaire about their information sensitivity to disclosing these personal information types to e-commerce platforms and their concerns for information privacy when accessing e-commerce services. Rooted in information sensitivity literature and multidimensional development theory, we further explored the impacts of consumer individual factors and e-commerce situational factors on information sensitivity, as well as the impact of information sensitivity on e-commerce privacy concerns. Results suggest that personal information types related to personal identity and digital payments are considered the most sensitive in e-commerce services, and consumers have a consensus on which personal information types are more sensitive. Results suggest that both individual factors, such as privacy experience, and situational factors, such as website social presence and perceived privacy control, affect information sensitivity perceptions. Perceived information sensitivity of medium-sensitive and high-sensitive personal information types affect e-commerce privacy concerns, and information sensitivity can mediate the impacts of individual factors and situational factors on e-commerce privacy concerns. Our research helps deepen the understanding of information sensitivity and information privacy concerns and provides practical insights for privacy policymakers and e-commerce service managers.