Analyzing Main Factors Affecting Indonesian Customers to Share Their Private Data on Social Commerce

Social commerce has been developing rapidly around the world over the past few years, including in Indonesia. Aside from its large impact on national economic growth, online privacy concerns arise, which increases the necessity to explore more research in many aspects that lead to the preservation of buying decisions. Many journals brought up issues related to how social commerce uses data to optimize its strategic marketing and consumers’ trust in the platform. However, comprehensive research focused on the main factors influencing Indonesian consumers to share personal information on social commerce remains scarce. Synthesizing the UTAUT theory and consumer decision-making models, this study proposes a thorough approach to close the research gap. The researchers did quantitative surveys of consumers who use social commerce, including Gen Z, which was known to be most likely to use this platform. This study found several pieces of evidence of main factors that have a positive correlation with the level of trust in social commerce and the intention to share their private data. Further research could be expanded to formulate strategies of social commerce to enlarge market exposure along with the effort to enhance technology to secure private data. Not to forget law enforcement is needed to protect consumers and to promote the national retail industry.