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The Impact of Reduced Tip Privacy in Digital Payment Systems on Customers’ Non Tipping Behaviors with Emphasis on Generosity Ethical behavior
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Alireza Pirali *   |
| Department of Business Management, Payame Noor University, Tehran, Iran , Pirali@pnu.ac.ir |
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Abstract: (14 Views) |
Background: With the rapid expansion of digital platforms, privacy protection has become one of the key determinants of users’ online payment experiences. In the tipping process, users’ perceptions of the level of privacy influence their psychological responses—particularly their sense of perceived control and generosity—which in turn shape both financial and non‑financial behaviors such as tipping behavior, customer loyalty, and recommendations to others. International studies have also emphasized the decisive role of these psychological factors in shaping user behavior in digital environments.This study aims to explain the mechanism through which the level of privacy affects users’ perceived control and sense of generosity, and to examine the direct and indirect effects of these variables on tipping behavior and non‑tipping responses within the Snap platform.
Method: In terms of purpose, this study is applied research and, methodologically, it follows a descriptive–correlational design. The statistical population consisted of active Snap users in Tehran, and the sample was selected through simple random sampling (n= 384). Data were collected using a standardized questionnaire with confirmed validity and reliability. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software.
Results: The results indicate that increasing the level of privacy during the tipping payment process has a positive and significant effect on users’ perceived control and sense of generosity. Both variables also exert significant positive effects on tipping behavior and non‑tipping responses. The findings demonstrate a high degree of consistency with the results of both domestic and international studies.
Conclusion: Enhancing privacy in digital payment processes, by strengthening users’ feelings of control and generosity, can increase customer loyalty, intention to reuse the platform, and positive word‑of‑mouth recommendations. Therefore, protecting privacy can play a crucial role in the sustainability and long‑term success of digital businesses. |
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| Keywords: Ethics, Privacy, Perceived sense of control, Generosity, Tipping |
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Full-Text [PDF 750 kb]
(16 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2026/03/7 | Accepted: 2026/05/6 | Published: 2026/09/1 | ePublished: 2026/09/1
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