Quantifying Data Privacy Proficiency: An Analysis of Data-Sharing Behavior and Data Privacy Concerns among Digital Consumers
Keywords:
data privacy, digital consumers, data-sharing behavior, privacy paradox, Theory of Planned BehaviorAbstract
In the Philippines, where online transactions and social media usage are widespread, safeguarding digital privacy is crucial for consumer protection. Existing studies have extensively explored data privacy concerns and behaviors in urban and international contexts. However, there is a lack of empirical studies that assess data privacy proficiency and its behavioral determinants among digital consumers in the Philippines, especially in provincial settings such as Cauayan City, Isabela. This study then assessed the data privacy concerns and data-sharing behaviors of digital consumers in Cauayan City. It also sought to determine how attitude, subjective norms, and perceived behavioral control influence their intention to share personal data, using the Theory of Planned Behavior as the study framework. A descriptive-correlational research design was employed. A structured questionnaire was administered to 500 respondents who regularly engage in online transactions. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. Findings indicated that, while consumers are moderately to highly concerned about data privacy, they continue to share personal data such as names, contact information, and addresses on platforms like Facebook, GCash, and Shopee. Results also showed that attitude and subjective norms significantly influence data-sharing intention, while perceived behavioral control has a weaker effect. This reflects the “privacy paradox” phenomenon, where expressed concern does not translate into cautious behavior. This study concludes that digital consumers in Cauayan City demonstrate moderate data privacy proficiency, but their behavior often prioritizes convenience and trust in platforms over caution.
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