Role of Culture in Defining Privacy Paradox

This paper investigates the concept of privacy paradox and the ensuing dilemma of personal information disclosure in the context of online services and e-commerce. The individual privacy concerns are analysed through the lenses of culture and personal values to determine the impact of personality on disclosure decisions, including national culture. This paper explores the relationship between privacy, personal values and culture to understand how people engage in online disclosure decisions. The study also examines why people demonstrate contrasting ideologies pertinent to the interpretation of privacy. Thirty in-depth interviews were conducted with respondents of 15 countries on grounded theory methodology. The findings included recognising two contrasting personality types in addressing privacy paradox and an innovative doctrine pertinent to national culture, forming a new paradigm as Asia index. Also, the study was able to provide an extension to Hofstede national culture framework by including confidentiality as a new dimension.