 Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspectiveMindaugas Degutis, Sigitas UrbonaviÄ ius, Linda D. Hollebeek and Johan Anselmsson Journal of Retailing and Consumer Services, 2023, vol. 74, issue C 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 (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001327 DOI: 10.1016/j.jretconser.2023.103385 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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