Optimum combination impact of data privacy on customer trust and willingness to accept personal information collection in the lodging sector

Purpose This study aims to develop a comprehensive model, which elucidated the data privacy, cognitive and affective trust and the customers’ willingness to accept personal information collection in the lodging industry. Design/methodology/approach This study used the tenets of the privacy-trust-intention framework, and used multiprocedures via rigorous methodologies, such as the generalized structured component analysis with measurement errors incorporated, sufficient condition analysis, necessary condition analysis and fuzzy-set qualitative comparative analysis (fsQCA). Findings The findings show that certain data privacy factors, such as ethical and lawful data usage, are important for either the increment or the manifestation of willingness to accept personal information collection. Originality/value The application of the fsQCA provides novel insights by demonstrating that optimal results for data privacy and trust factors, which can be individually applied or in combination, can instill confidence in customers in regards to sharing personal data.