Online Data Removal Services Adoption

This study investigates the factors affecting the willingness to adopt online data removal services. Using the theory of planned behavior as a theoretical underpinning, we propose and test a conceptual model focusing on concern for information privacy, fear, subjective norms and perceived usefulness as antecedents for users' attitude towards such services. The model was tested using structural equation modeling. Our findings highlighted the importance of concern for information privacy and perceived usefulness as key factors in the model.