Although users in the sharing economy are expected to react in various ways due to their privacy concerns, research has been rarely conducted on how they respond to protect their privacy, especially on the bike sharing platforms. Based on prior literature on resistance, this study identifies three types of users’ privacy protective responses (i.e., indifference, postponement, and rejection) in the context of bike sharing. Moreover, drawing upon the APCO (Antecedents-Privacy Concerns-Outcomes) macro model, it hypothesizes relationships among five salient antecedents (i.e., privacy experiences, privacy awareness, personal innovativeness, temporal regularity, and geographical regularity), privacy concerns, and privacy protective responses. This study contributes to privacy concerns and privacy protective response behaviors literature, in addition to the extension of the APCO macro model to the sharing economy. The findings of the study will also provide managerial guidelines to alleviate privacy concerns of customers, which leads to the continuous use of bike sharing services.
Privacy Concerns on the Bike Sharing Platforms
APCO Macro Model
Privacy Protective Responses
Research Model and Hypotheses