Revisiting the Privacy Paradox: A Novel Framework for Privacy Calculus.

This paper aims to address the gaps in the existing literature on the privacy paradox and privacy calculus by exploring the role of contextual and situational factors, such as the specific circumstances in which privacy decisions are made, and the influence of individual moral value differences across diverse populations. To achieve this, we present three research questions that aim to shed light on how users' privacy values influence paradoxical behavior and decision-making in online contexts. Our research is expected to contribute to a more comprehensive understanding of the privacy calculus framework and provide insight into how individuals' privacy values and situational factors shape their privacy-related decision-making. Ultimately, our research aims to improve individual's ability to protect their personal information in online contexts, by developing effective privacy policies and interventions that are sensitive to cultural differences and values. [ABSTRACT FROM AUTHOR]