Abstract
Big data and machine learning technologies facilitate various business intelligence activities for businesses. However, personal data collection can generate adverse effects on consumers. Big data collection can compromise people’s sense of autonomy, harming digital privacy, transparency and trust. This research investigates personal data collection, control, awareness, and privacy regulation on people’s autonomy in Saudi. This study used a hybrid analytical model that incorporates symmetrical and asymmetrical analysis via fuzzy set qualitative comparative analysis (fsQCA) to analyze consumer sense of autonomy regarding big data collection. The symmetrical shows that ‘Control’ had the most significant influence on people’s autonomy, followed by ‘Big data collection’ and ‘Awareness’. The fsQCA shows 84% of the variation, explaining the people’s autonomy.