Online Consumer Behaviour: Pengungkapan Data Sensitif Pelanggan dalam Ekosistem Aplikasi Perjalanan
DOI:
https://doi.org/10.37385/ceej.v7i4.10602Keywords:
OTA, E-Commerce, Privacy, BehaviourAbstract
Latar Belakang: Di era digital, berbagai platform online mengharuskan pengguna untuk memberikan data pribadi untuk memberikan layanan yang dipersonalisasi. Perubahan ini menimbulkan kekhawatiran tentang privasi data dan risiko keamanan, terutama karena konsumen sering kali mengalami kesulitan memahami bagaimana data mereka dikumpulkan, disimpan, dan digunakan oleh penyedia layanan. Tujuan: Penelitian ini mengkaji dampak literasi privasi online, khususnya keakraban teknis dan kepercayaan terhadap kemauan individu untuk mengungkapkan informasi sensitif (Data kesehatan, data etnis, data orientasi seksual) pada aplikasi perjalanan online. Metodologi: Penelitian ini menggunakan pendekatan kuantitatif, dengan mensurvei partisipan untuk menilai tingkat keakraban teknis mereka dan kepercayaan serta pengaruhnya terhadap niat berbagi data sensitif mereka. Temuan: Hasil penelitian menunjukkan bahwa individu dengan keakraban teknis yang lebih tinggi lebih berhati-hati dalam berbagi informasi, yang menunjukkan bahwa kesadaran privasi memainkan peran penting dalam membentuk perilaku pengguna. Begitu pula dengan kepercayaan pada platform digital, di mana kepercayaan yang lebih tinggi meningkatkan kemauan pengguna untuk mengungkapkan data meskipun ada masalah privasi. Implikasi: Temuan ini memiliki implikasi praktis bagi para pembuat kebijakan, penyedia layanan kesehatan, dan pengembang platform digital dalam mempromosikan praktik berbagi data yang aman dan bertanggung jawab. Orisinalitas: Studi ini menekankan perlunya inisiatif pendidikan publik untuk meningkatkan literasi privasi dan menyerukan kebijakan tata kelola data yang transparan untuk menumbuhkan kepercayaan dalam ekosistem kesehatan digital.
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