Optimum combination impact of data privacy on customer trust and willingness to accept personal information collection in the lodging sector

Abstract

Purpose: This study aims to develop a comprehensive model, which elucidated the data privacy, cognitive and affective trust and the customers’ willingness to accept personal information collection in the lodging industry. Design/methodology/approach: This study used the tenets of the privacy-trust-intention framework, and used multiprocedures via rigorous methodologies, such as the generalized structured component analysis with measurement errors incorporated, sufficient condition analysis, necessary condition analysis and fuzzy-set qualitative comparative analysis (fsQCA). Findings: The findings show that certain data privacy factors, such as ethical and lawful data usage, are important for either the increment or the manifestation of willingness to accept personal information collection. Originality/value: The application of the fsQCA provides novel insights by demonstrating that optimal results for data privacy and trust factors, which can be individually applied or in combination, can instill confidence in customers in regards to sharing personal data. 研究目的: 本研究旨在构建一个综合模型, 阐明数据隐私、认知与情感信任, 以及客户在住宿行业中对个人信息收集接受意愿之间的关系。 研究方法: 本研究采用隐私-信任-意图（privacy-trust-intention）框架为基础, 结合多种严谨方法学手段进行分析, 包括纳入测量误差的广义结构成分分析（GSCAM）、充分条件分析（SCA）、必要条件分析（NCA）以及模糊集定性比较分析（fsQCA）。 研究发现: 研究结果表明, 某些数据隐私因素（如合乎伦理与合法的数据使用）对于提升客户对个人信息收集的接受意愿具有关键作用, 无论是作为促进因素还是决定因素。 研究创新: 通过引入模糊集定性比较分析（fsQCA）, 本研究提供了新的见解, 展示了数据隐私与信任因素的最优组合模式。这些因素可以单独或联合应用, 以增强客户对个人数据共享的信心。