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Customers' concerns about inappropriate use of personal information can create potential threats that jeopardize the proliferation of emerging markets. This study aims at investigating how the adaptive and maladaptive responses of consumers are driven by perceived threat and perceived efficacy of external cues theoretically and how consumers react to the reported misuse of personal data in privacy regulation in the emerging online market. Online experiments were conducted to test the research model. This study contributes to the extension of extended parallel process model by theoretically examining the relationships between perceived threat and perceived efficacy and offers insights into the improvement of privacy regulation from the consumer perspective.

Better Not Let Me Know: Consumer Response to Reported Misuse of Personal Data in Privacy Regulation