Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective |
| |
| Institution: | 1. Vilnius University, Faculty of Economics and Business Administration, Saul?tekio al. 9, Vilnius, Lithuania;2. Tallinn University of Technology, Dept of Business Administration, Estonia;3. Umea University, USBE, Dept of Business Administration, Sweden;4. Lund University, Dept of Business Administration, Sweden;5. University of Johannesburg, Dept of Marketing Management, South Africa;6. Lund University School of Economics and Management, Sweden;1. AUT Business School, Auckland University of Technology, 120 Mayoral Drive, Auckland Central, 1010, New Zealand;2. Department of Marketing & Tourism Management, National Chiayi University, 580 Shin-Min Road, Chiayi City, 6000, Taiwan;1. School of Business, Korea University, Anam-dong 5-1, Seongbuk-ku, Seoul, 02841, South Korea;2. College of Business, Hawaii Pacific University, 900 Fort Street Mall, Suite PL 600, Honolulu, HI, 96813, USA;3. PMI CO., LTD., 2F Seolin Bldg., 16, Gangnam-daero 91-gil, Seocho-gu, Seoul, 06530, South Korea;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States |
| |
| 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. |
| |
| Keywords: | Personal data disclosure Store trust Consumer-perceived power e-commerce |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
