 Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?Sigitas Urbonavicius Journal of Retailing and Consumer Services, 2023, vol. 75, issue C Abstract: The current study contributes to the knowledge as to how the relative power of buyers impacts their willingness to disclose personal data in online buying. The theoretical framework is based on social exchange theory, which makes it possible to consider the importance of trust in stores and perceptions about external privacy regulations. Data were collected via a representative survey (985 respondents) and analysed with the help of two-step structural equation modelling. The key findings show the presence of the indirect effect of relative power on willingness to disclose personal data (mediated by store trust), while the direct impact was found to be insignificant. It was found that store trust is built by relative power of buyers, along with their perceptions about external privacy regulations. This suggests that relative power grows when perceptions about the effectiveness of privacy regulations improve. These findings help to develop theoretical and managerial implications. Keywords: Willingness to disclose personal data; Relative power; Store trust; Privacy (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:75:y:2023:i:c:s0969698923002576 DOI: 10.1016/j.jretconser.2023.103510 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 |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.