Information overload and privacy information-seeking: a serial mediation model exploring the underlying process

Purpose This study draws from the tenets of the transactional model of stress and coping and develops a sequential mediation model that explores the relationship between information overload and online privacy information-seeking intention. This study aims to provide insights into the roles played by privacy fatigue and self-efficacy in shaping the underlying process that governs this relationship. Design/methodology/approach The study uses a quantitative, survey-based research design. Further, for analysing the data collected from a relevant sample of 213 participants, partial least squares structural equation modelling is used. Findings The study found support for the sequential mediation of the relationship between information overload and seeking intention via privacy fatigue and self-efficacy. It highlights the role of emotion and motivation in transmitting the effect of information overload to seeking intention. Originality/value Theoretically, the study extends the understanding from “what” is influencing information-seeking to “how” it is influencing. The findings provide guidelines for shaping better public policy to improve individuals’ privacy information-seeking behaviour and for firms to address the unmet privacy need of their consumers.