Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective
(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)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/44aeff58-a8dc-4524-9770-9f785d915922
- author
- Degutis, Mindaugas ; Urbonavičius, Sigitas ; Hollebeek, Linda LU and Anselmsson, Johan LU
- organization
- publishing date
- 2023-04-30
- 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}}, }