Policy makers and researchers from a wide range of perspectives have expressed concern about the interplay between privacy rights and information exchanges via the Internet. Of particular interest has been the challenge of protecting sensitive personal information. In this paper, we assert that user willingness to share sensitive data is an area of critical concern and requires additional investigation. In an effort to enrich the dialogue on the question of voluntary sharing of sensitive personal data via the Internet, we present a model showcasing the relationship between personal data sharing, privacy sensitivity, and technology trust and discuss how organizations can apply these insights
