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Portrait of Johan Anselmsson. Photo.

Johan Anselmsson

Assistant head Marketing, Department of Business Administration

Portrait of Johan Anselmsson. Photo.

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

Author

  • Mindaugas Degutis
  • Sigitas Urbonavičius
  • Linda Hollebeek
  • Johan Anselmsson

Summary, in English

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.

Department/s

  • Marketing
  • Department of Business Administration

Publishing year

2023-04-30

Language

English

Publication/Series

Journal of Retailing and Consumer Services

Volume

74

Document type

Journal article

Publisher

Elsevier

Topic

  • Business Administration

Keywords

  • Personal data disclosure
  • Store trust
  • Consumer-perceived power
  • e-commerce

Status

Published

ISBN/ISSN/Other

  • ISSN: 0969-6989