Recently data breaches, and insider data breaches in particular, have become more common. However, there is limited research examining the factors associated with the "drop" in the users' trust in response to such an event. This research uses the lens of social role theory and procedural justice to understand the role of age (younger-older) along with biological (male - female) and cultural (masculinity - femininity) gender, and the four privacy concern (PC) dimensions - collection, secondary use, unauthorized access and error, on initial trust and corresponding trust drop associated with three trust dimensions - ability, benevolence, and integrity. The study uses a scenario-based approach focusing on an insider breach vignette. The findings also provide a helpful insight into the comparative roles of usual trust builders (e.g., reputation, design), and trust crashers (e.g., privacy concern) in the process of trust drop on different demographics (e.g., older and younger, males and females).
