Exploring the Privacy Paradox: The Influence of Hedonic and Utilitarian Shopping Motivations in E-tailing
In today’s digital age, maintaining privacy is challenging as individuals often disclose personal information unwillingly. This discrepancy, known as the 'privacy paradox,' highlights the gap between privacy concerns and actual data-sharing behavior (Alashoor et al., 2022). Despite extensive research, there is limited understanding of how hedonistic and utilitarian motivations influence co
