Consumer Privacy Awareness and Trust: Impacts on Regional Courier Service

This research develops a structural equation model (SEM) to examine the influence of consumer privacy awareness on the volume of regional courier services, with trust in service providers and the perception of the strength of privacy data protections as moderating variables. Empirical analysis was conducted using SPSS and AMOS software. We find that consumer privacy awareness has a significant positive effect on the volume of regional courier services, whereas consumer trust in service providers negatively moderates the relationship between consumer privacy awareness and the volume of regional courier services. Conversely, the perception of the strength of privacy data protections positively moderates this relationship. This study provides empirical evidence to enrich our theoretical understanding of consumer behavior in privacy-sensitive contexts and offers practical recommendations for logistics companies to improve trust-building mechanisms and privacy protection strategies to promote sustainable business operations.