<p>Privacy Paradox is a phenomenon where individuals' online behavior regarding personal information disclosure is inconsistent with their expressed privacy concerns. In the digital era, the pervasive collection of personal data by digital marketing and e-commerce platforms leaves individuals vulnerable to privacy loss. The Privacy Calculus theory suggests that individuals opt for disclosure when perceived benefits outweigh the risks. However, the Privacy Paradox highlights discrepancies in concerns and actions. This study aims to analyze previous studies to address three research questions: What are the trends and most common contexts explored in prior studies? What relevant factors were examined in previous research concerning the factors influencing users' paradoxical behavior? Based on the analysis of paradoxical behavior, what valuable insights can be gleaned for future investigations? By reviewing and synthesizing 51 previous studies on the privacy paradox, this paper offers a comprehensive understanding of issues relevant to the Privacy Paradox, considering cognitive and psychological factors, technological aspects, and sociocultural influences, with the goal of informing future investigations and elucidating this complex behavior.</p>