Privacy concerns and self-efficacy in e-commerceBartol, Jošt (Avtor) Vehovar, Vasja (Avtor) Bošnjak, Michael (Avtor) Petrovčič, Andraž (Avtor) Big Five personality traitsprivacy concernspath analysisself-efficacysurveye-commercePrivacy concerns are an important factor in internet users’ decisions to participate in e-commerce, defined here as the use of the internet by individuals to purchase goods or services. While various studies have examined how privacy concerns and e-commerce participation are influenced by online shopping self-efficacy, personality traits, or demographic characteristics, these aspects have rarely been examined together in one single explanatory model. Therefore, this paper proposes an integrated model of e-commerce participation based on the APCO model (Antecedents, Privacy Concerns, Outcomes; Smith et al., 2011) in which internet users’ personality traits and demographic characteristics influence their privacy concerns and online shopping self-efficacy, which in turn affect e-commerce participation. The model was tested on a sample of internet users (n = 3,736) in Slovenia, a prototypical EU country in terms of internet use and online shopping. The results from path analysis showed that individuals with greater privacy concerns were less likely to participate in e-commerce, while those with higher online shopping self-efficacy were more likely to do so. Online shopping self-efficacy also reduced privacy concerns and mediated the effect of demographic characteristics on privacy concerns and e-commerce participation. Therefore, a viable strategy to increase e-commerce participation is to increase internet users’ self-efficacy. Moreover, users with different personalities seem to have different coping strategies related to privacy concerns and online shopping self-efficacy. Overall, this study highlights the importance of online shopping self-efficacy for comprehensively analyzing the antecedents and outcomes of privacy concerns in e-commerce.20232023-07-03 13:01:30Članek v reviji147375sl