Understanding the impact of positive and negative user affect on information security

Purpose Individual consumer data is a critical asset separating companies from their competitors and giving them strategic advantages. The paradox arises as users strive to safeguard their personal data while online businesses need consumer data for customer relationships and business intelligence. It is unclear whether positive and negative user behavior affects information security in rural settings where consumers are unaware of privacy and security risks. This study aims to examine the effect of such positive and negative emotions on users’ perception of privacy and trust. Design/methodology/approach Based on responses from 201 individuals in an extremely rural setting in India who engaged in two commercial websites, the study uses a model that is empirically tested using PLS-SEM. Findings Findings suggest that positive emotional states affect trust in websites and privacy-related beliefs, which influence the likelihood of users sharing personal information. Despite the positive relationship between internet security beliefs and website privacy, individuals may not disclose their personal information on an unfamiliar site in a rural setting. Negative affect also has no effect on the intention to disclose personal information. Originality/value This paper contributes to the information privacy literature by highlighting the nuanced individual differences as the context changes.