Johan Anselmsson
Assistant head Marketing, Department of Business Administration
Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective
Author
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
Links
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