Johan Anselmsson

Biträdande prefekt Marknadsföring, Företagsekonomiska institutionen

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

Författare

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.

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