This research approaches the intention–behavior gap within the context of the privacy paradox from a novel perspective, focusing on the moderating roles of online shopping habits and regulatory foci in the relationship between disclosure intention and actual disclosure behavior. The two distinct studies reveal that both factors significantly contribute to shaping this gap (Study 1) and provide further insights into the processes underlying the identified effects (Study 2). Specifically, the data suggest that online shopping habits and regulatory foci influence the extent to which individuals translate their disclosure intentions into actual information disclosure behavior. By examining these moderating variables in depth, this article contributes to the domain of consumer privacy by offering a novel interpretation of the reasons behind the privacy paradox. Based on this, practical implications and recommendations for future studies are provided.
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