Exploring the Privacy Paradox: The Influence of Hedonic and Utilitarian Shopping Motivations in E-tailing
(2024) BUSN39 20241Department of Business Administration
- Abstract
- In today’s digital age, maintaining privacy is challenging as individuals often
disclose personal information unwillingly. This discrepancy, known as the 'privacy paradox,'
highlights the gap between privacy concerns and actual data-sharing behavior (Alashoor et
al., 2022). Despite extensive research, there is limited understanding of how hedonistic and
utilitarian motivations influence consumer behavior in online shopping (Scarpi et al., 2022).
This study aims to explore these motivations within the privacy paradox framework to
enhance our understanding of e-tailing consumer behavior.
The purpose of this study is to investigate the privacy paradox by analyzing how
hedonic and utilitarian consumer motivations affect their... (More) - In today’s digital age, maintaining privacy is challenging as individuals often
disclose personal information unwillingly. This discrepancy, known as the 'privacy paradox,'
highlights the gap between privacy concerns and actual data-sharing behavior (Alashoor et
al., 2022). Despite extensive research, there is limited understanding of how hedonistic and
utilitarian motivations influence consumer behavior in online shopping (Scarpi et al., 2022).
This study aims to explore these motivations within the privacy paradox framework to
enhance our understanding of e-tailing consumer behavior.
The purpose of this study is to investigate the privacy paradox by analyzing how
hedonic and utilitarian consumer motivations affect their willingness to disclose personal
information, while also considering the impact of perceived risks and benefits.
Method: This study is based on the positivism paradigm, following deductive reasoning and
a quantitative approach of gathering data through digital surveys. The sample consisted of
202 survey respondents through the website Prolific.com, which delivers high-quality and
reliable human powered responses, that are randomly sampled. Further, the data was analyzed
using Confirmatory Factor Analysis, Independent T-Test and Regression Analysis to test
hypotheses.
The literature review identified a research gap on how hedonic and utilitarian
motivations influence consumer privacy related behaviors in online shopping. The findings
indicate that hedonic and utilitarian shopping motivations do not significantly influence
consumers' willingness to disclose personal information in online shopping contexts.
Contrary to initial hypotheses, Perceived Benefits and Perceived Risks did not mediate the
relationship between shopping motivation and willingness to disclose. Instead, they directly
predicted the willingness to disclose various types of information.
This study underscores the need for a deeper exploration of the factors beyond
shopping motivations that drive privacy-related behaviors in e-commerce, suggesting that
individual perceptions of benefits and risks are pivotal in shaping consumers' data disclosure
decisions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162323
- author
- Eppens, Gabriel LU and Odung, Nils LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Utilitarianism, Hedonism, Privacy Paradox, Data Disclosure and E-Commerce
- language
- English
- id
- 9162323
- date added to LUP
- 2024-06-25 13:11:39
- date last changed
- 2024-06-25 13:11:39
@misc{9162323,
abstract = {{In today’s digital age, maintaining privacy is challenging as individuals often
disclose personal information unwillingly. This discrepancy, known as the 'privacy paradox,'
highlights the gap between privacy concerns and actual data-sharing behavior (Alashoor et
al., 2022). Despite extensive research, there is limited understanding of how hedonistic and
utilitarian motivations influence consumer behavior in online shopping (Scarpi et al., 2022).
This study aims to explore these motivations within the privacy paradox framework to
enhance our understanding of e-tailing consumer behavior.
The purpose of this study is to investigate the privacy paradox by analyzing how
hedonic and utilitarian consumer motivations affect their willingness to disclose personal
information, while also considering the impact of perceived risks and benefits.
Method: This study is based on the positivism paradigm, following deductive reasoning and
a quantitative approach of gathering data through digital surveys. The sample consisted of
202 survey respondents through the website Prolific.com, which delivers high-quality and
reliable human powered responses, that are randomly sampled. Further, the data was analyzed
using Confirmatory Factor Analysis, Independent T-Test and Regression Analysis to test
hypotheses.
The literature review identified a research gap on how hedonic and utilitarian
motivations influence consumer privacy related behaviors in online shopping. The findings
indicate that hedonic and utilitarian shopping motivations do not significantly influence
consumers' willingness to disclose personal information in online shopping contexts.
Contrary to initial hypotheses, Perceived Benefits and Perceived Risks did not mediate the
relationship between shopping motivation and willingness to disclose. Instead, they directly
predicted the willingness to disclose various types of information.
This study underscores the need for a deeper exploration of the factors beyond
shopping motivations that drive privacy-related behaviors in e-commerce, suggesting that
individual perceptions of benefits and risks are pivotal in shaping consumers' data disclosure
decisions.}},
author = {{Eppens, Gabriel and Odung, Nils}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring the Privacy Paradox: The Influence of Hedonic and Utilitarian Shopping Motivations in E-tailing}},
year = {{2024}},
}