Exploring the association between cultural values and the intention to use digital data wallets

• The role of cultural values in privacy calculus behavior is examined. • Direct and moderating associations between cultural values and the intention to use are identified. • Perceived benefits are more strongly associated with the intention to use than perceived risks. • Power distance, collectivism, and uncertainty avoidance show significant associations with the intention to use. Privacy protection remains a significant topic for both researchers and practitioners. We developed a model to examine the intention to use digital data wallets – new privacy-enhancing tools based on the privacy calculus theory and Hofstede's cultural values. We collected 1800 responses from three European countries – Austria, Romania, and Spain to test the model. The main findings suggest that three out of five cultural values are associated with the intention to use digital data wallets, specifically power distance, collectivism, and uncertainty avoidance. This study offers valuable recommendations for establishing strong relationships with digital data wallet users and providers.