Awareness on Big Data and Its Impact on Consumer Privacy; With Special Reference to Franchise Fast Food Chains in Sri Lanka

Abstract

Organizations are increasingly turning to use big data which allows them to predict consumer behaviour perfectly. The main purpose of this research is to explore the consumer awareness on big data and its impact on consumer privacy as well as analysis the factors according to the consumer's point of view. The research is conducted by using quantitative approach and data are gathered via a questionnaire in a survey method. The questionnaire is designed to investigate consumer awareness on big data and consumer privacy, data security, customer service information search towards franchise fast-food chains in Sri Lanka. The population of this study comprises of consumers between the age range of 20 to 35 who live in the Colombo district, Sri Lanka and use non-probability sampling method to gather data from 113 franchise fastfood consumers. In order to test the validity of the research, correlation analysis and expert validity methods are utilized. To test the reliability of the variables, Cronbach’s α analysis is conducted. Multiple regression analysis is used to test the conceptual model and mediating affect is tested by using Sobel test. Based on the results, there is a significant impact on information search and consumer privacy. Consumer awareness is examined as the mediator and Sobel test shown that it has no mediation affect. The study focuses on a single district, Colombo. Hence, the model's stability has to be checked in several districts. Thus, the study recommends that consumers be cautious when providing personal information to third parties in order to avoid these difficulties. Furthermore, findings and suggestions are explored in depth throughout the research.