| dc.description.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. | en_US |
