Literasi Privasi dan Perilaku Proteksi Konsumen Belanja Daring Generasi Y

Ananda Dwitha Yuniar, Alan Sigit Fibrianto

Abstract


Kondisi yang terbatas dalam proses komunikasi belanja daring memunculkan perdebatan mengenai isu privasi. Beberapa penelitian sebelumnya menyatakan bahwa kekhawatiran konsumen terhadap privasi tidak memiliki konsistensi terhadap perilaku (paradoks privasi). Pengukuran literasi privasi memiliki peran yang cukup penting untuk mengisi gap paradoks privasi tersebut. Pengukuran kausalitas antarvariabel ini menggunakan moderated regression analysis (MRA) dengan pengalaman pelanggaran privasi sebagai variabel moderasi. Total responden yang berpartisipasi berjumlah 283 orang. Temuan penelitian menunjukkan bahwa semakin tinggi tingkat literasi daring pengguna, semakin sadar pula pengguna tersebut terhadap pelanggaran privasi dan memiliki kemampuan bersikap protektif. Namun, pelanggaran privasi tidak bisa dianggap sebagai pemicu tindakan protektif konsumen.


Keywords


belanja online, literasi privasi, paradoks privasi

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DOI: https://doi.org/10.24002/jik.v17i1.1686

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