 A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information OnlineMay O. Lwin () and Jerome D. Williams () Marketing Letters, 2003, vol. 14, issue 4, 257-272 Abstract: We investigate the antecedents behind online consumers' attempt to disguise their identities through fabrication. We first develop a general conceptual model that draws on two extant theoretical frameworks: (1) Laufer and Wolfe's Multidimensional Approach to Privacy, and (2) Ajzen's Theory of Planned Behavior (TPB) with Perceived Moral Obligation. Next we conduct an empirical study using SEM to test the portion of the conceptual model based on the TPB framework. Results demonstrate that Attitudes, Perceived Behavioral Control, and Perceived Moral Obligation are significant drivers of fabrication, while Subjective Norms are not. Anonymity, one of the unique characteristics of the Internet compared to in-store environments, likely contributed to the intention to fabricate information. In the concluding section we discuss the implications of our empirical results, industry self-regulation and public policy considerations, and how future research can draw upon the conceptual Laufer and Wolfe framework, particularly the "calculus of behavior" construct, to further enrich our understanding of fabrication behavior on the Internet. Date: 2003 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:14:y:2003:i:4:p:257-272 Ordering information: This journal article can be ordered from Access Statistics for this article Marketing Letters is currently edited by Joel Steckel and Peter Golder More articles in Marketing Letters from Springer |
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