Managing data privacy is critical for the development of e-commerce. Consumers face a dichotomy between attitude and behavior in sharing information, leading to the privacy paradox. Despite extensive research, scholars are yet to determine a theoretical basis for the privacy paradox. We...

We develop a simple theoretical model of hygiene levels in close communities. We model a close community as one where typically social costs are imposed on the individuals if they deviate from the community norms. This has a network effect as the utility derived by any individual in a close...