Human factors that influence consumers' privacy vulnerability

Previous research on consumer data privacy focuses on the online context without direct face-to-face interactions. Our research investigates consumer data privacy in an offline context, COVID-19 contact tracing at hospitality venues, that involves face-to-face interactions. We conducted 29 interviews to explore the human factors that influence consumers’ vulnerability toward information requests. The findings exhibit four human factors: familiarity of the venue, compulsion, popularity of compliance behavior, and professionalism of frontline employees. Our research extends the literature on consumer data privacy from online to offline contexts and strengthens the understanding of how human factors influence consumer privacy vulnerability. This research also provides practical implications for governments and businesses on reducing consumers’ privacy vulnerability.