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Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective

Degutis, Mindaugas ; Urbonavičius, Sigitas ; Hollebeek, Linda LU and Anselmsson, Johan LU (2023) In Journal of Retailing and Consumer Services 74.
Abstract
While personal data is invaluable to firms, the drivers of e-commerce customers' willingness to disclose their personal data remain tenuous. Using social exchange theory, we develop a model that explores the impact of consumers' perceived benefit, and relative power, on store trust, in turn driving their willingness to disclose their personal data. We collected our empirical data using a representative online survey, with the results being analyzed by using structural equation modeling. The results corroborate that (a) consumer-perceived e-commerce store trust drives their willingness to disclose their personal data, and (b) perceived e-commerce provider reciprocity outweighs consumers’ perceived data disclosure benefit, suggesting the... (More)
While personal data is invaluable to firms, the drivers of e-commerce customers' willingness to disclose their personal data remain tenuous. Using social exchange theory, we develop a model that explores the impact of consumers' perceived benefit, and relative power, on store trust, in turn driving their willingness to disclose their personal data. We collected our empirical data using a representative online survey, with the results being analyzed by using structural equation modeling. The results corroborate that (a) consumer-perceived e-commerce store trust drives their willingness to disclose their personal data, and (b) perceived e-commerce provider reciprocity outweighs consumers’ perceived data disclosure benefit, suggesting the existence of symbolic (vs. purely instrumental) social exchange. (Less)
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author
; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Personal data disclosure, Store trust, Consumer-perceived power, e-commerce
in
Journal of Retailing and Consumer Services
volume
74
article number
103385
publisher
Elsevier
external identifiers
  • scopus:85153796991
ISSN
0969-6989
DOI
10.1016/j.jretconser.2023.103385
project
Lund Brand Management Group
language
English
LU publication?
yes
id
44aeff58-a8dc-4524-9770-9f785d915922
date added to LUP
2023-04-30 11:42:57
date last changed
2024-02-03 12:43:28
@article{44aeff58-a8dc-4524-9770-9f785d915922,
  abstract     = {{While personal data is invaluable to firms, the drivers of e-commerce customers' willingness to disclose their personal data remain tenuous. Using social exchange theory, we develop a model that explores the impact of consumers' perceived benefit, and relative power, on store trust, in turn driving their willingness to disclose their personal data. We collected our empirical data using a representative online survey, with the results being analyzed by using structural equation modeling. The results corroborate that (a) consumer-perceived e-commerce store trust drives their willingness to disclose their personal data, and (b) perceived e-commerce provider reciprocity outweighs consumers’ perceived data disclosure benefit, suggesting the existence of symbolic (vs. purely instrumental) social exchange.}},
  author       = {{Degutis, Mindaugas and Urbonavičius, Sigitas and Hollebeek, Linda and Anselmsson, Johan}},
  issn         = {{0969-6989}},
  keywords     = {{Personal data  disclosure; Store trust; Consumer-perceived power; e-commerce}},
  language     = {{eng}},
  month        = {{04}},
  publisher    = {{Elsevier}},
  series       = {{Journal of Retailing and Consumer Services}},
  title        = {{Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective}},
  url          = {{http://dx.doi.org/10.1016/j.jretconser.2023.103385}},
  doi          = {{10.1016/j.jretconser.2023.103385}},
  volume       = {{74}},
  year         = {{2023}},
}