IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v74y2023ics0969698923001327.html
   My bibliography  Save this article

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

Author

Listed:
  • Degutis, Mindaugas
  • UrbonaviÄ ius, Sigitas
  • Hollebeek, Linda D.
  • Anselmsson, Johan

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.

Suggested Citation

  • Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001327
    DOI: 10.1016/j.jretconser.2023.103385
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923001327
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103385?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Grosso, Monica & Castaldo, Sandro & Li, Hua (Ariel) & Larivière, Bart, 2020. "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, Elsevier, vol. 96(4), pages 524-547.
    2. Zhai, Mengfan & Chen, Yuan, 2023. "How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Shanahan, Tyler & Tran, Trang P. & Taylor, Erik C., 2019. "Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 57-65.
    4. Zeng, Fue & Ye, Qing & Li, Jing & Yang, Zhilin, 2021. "Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox," Journal of Business Research, Elsevier, vol. 124(C), pages 667-675.
    5. Li, Meichan & Wang, Rui, 2023. "Chatbots in e-commerce: The effect of chatbot language style on customers’ continuance usage intention and attitude toward brand," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    6. Nusrat Jahan & Seung Woon Kim, 2020. "Understanding online community participation behavior and perceived benefits: a social exchange theory perspective," PSU Research Review, Emerald Group Publishing Limited, vol. 5(2), pages 85-100, May.
    7. Horst Treiblmaier & Sandy Chong, 2011. "Trust and Perceived Risk of Personal Information as Antecedents of Online Information Disclosure: Results from Three Countries," Journal of Global Information Management (JGIM), IGI Global, vol. 19(4), pages 76-94, October.
    8. Obeng, Efua & Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2019. "“Paying it forward: The reciprocal effect of superior service on charity at checkout”," Journal of Business Research, Elsevier, vol. 98(C), pages 250-260.
    9. Sleep, Stefan & Gala, Prachi & Harrison, Dana E., 2023. "Removing silos to enable data-driven decisions: The importance of marketing and IT knowledge, cooperation, and information quality," Journal of Business Research, Elsevier, vol. 156(C).
    10. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    11. Röthke, Konstantin & Klumpe, Johannes & Adam, Martin & Benlian, Alexander, 2020. "Social influence tactics in e-commerce onboarding: The role of social proof and reciprocity in affecting user registrations," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 119303, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    12. Julien Cloarec & Lars Meyer‐waarden & Andreas Munzel, 2022. "The personalization–privacy paradox at the nexus of social exchange and construal level theories," Post-Print hal-03385873, HAL.
    13. Tamara Dinev & Paul Hart, 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research, INFORMS, vol. 17(1), pages 61-80, March.
    14. Krafft, Manfred & Arden, Christine M. & Verhoef, Peter C., 2017. "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 39-54.
    15. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    16. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    17. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    18. Linda D. Hollebeek & V. Kumar & Rajendra K. Srivastava & Moira K. Clark, 2023. "Moving the stakeholder journey forward," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 23-49, January.
    19. Aiello, Gaetano & Donvito, Raffaele & Acuti, Diletta & Grazzini, Laura & Mazzoli, Valentina & Vannucci, Virginia & Viglia, Giampaolo, 2020. "Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth," Journal of Retailing, Elsevier, vol. 96(4), pages 490-506.
    20. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    21. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    22. Urbonavicius, Sigitas & Degutis, Mindaugas & Zimaitis, Ignas & Kaduskeviciute, Vaida & Skare, Vatroslav, 2021. "From social networking to willingness to disclose personal data when shopping online: Modelling in the context of social exchange theory," Journal of Business Research, Elsevier, vol. 136(C), pages 76-85.
    23. Ioannou, Athina & Tussyadiah, Iis & Lu, Yang, 2020. "Privacy concerns and disclosure of biometric and behavioral data for travel," International Journal of Information Management, Elsevier, vol. 54(C).
    24. Cho, Jihoon & Janda, Swinder, 2023. "Reciprocity in upward product line extensions: A longitudinal study," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Urbonavicius, Sigitas, 2023. "Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Urbonavicius, Sigitas, 2023. "Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
    4. Pizzi, Gabriele & Vannucci, Virginia & Shukla, Yupal & Aiello, Gaetano, 2022. "Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing tell me who you are, I’ll tell you how much you pay. Consumers’ fairness and p," Journal of Business Research, Elsevier, vol. 148(C), pages 420-432.
    5. Gutierrez, Anabel & Punjaisri, Khanyapuss & Desai, Bhavini & Syed Alwi, Sharifah Faridah & O'Leary, Simon & Chaiyasoonthorn, Wornchanok & Chaveesuk, Singha, 2023. "Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Fehrenbach, David & Herrando, Carolina, 2021. "The effect of customer-perceived value when paying for a product with personal data: A real-life experimental study," Journal of Business Research, Elsevier, vol. 137(C), pages 222-232.
    7. Gouthier, Matthias H.J. & Nennstiel, Carina & Kern, Nora & Wendel, Lars, 2022. "The more the better? Data disclosure between the conflicting priorities of privacy concerns, information sensitivity and personalization in e-commerce," Journal of Business Research, Elsevier, vol. 148(C), pages 174-189.
    8. Cloarec, Julien, 2022. "Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization," Journal of Business Research, Elsevier, vol. 152(C), pages 144-153.
    9. Bartholomew, Darrell E. & Williamson, Mark, 2022. "Retail media networks," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    10. Renata Benigna Gonçalves & Júlio César Bastos Figueiredo, 2022. "Effects of perceived risks and benefits in the formation of the consumption privacy paradox: a study of the use of wearables in people practicing physical activities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1485-1499, September.
    11. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    12. Kim, Yeolib & Kim, Seung Hyun & Peterson, Robert A. & Choi, Jeonghye, 2023. "Privacy concern and its consequences: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    13. Lucia-Palacios, Laura & Pérez-López, Raúl, 2021. "Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 41-54.
    14. Cloarec, Julien, 2020. "The personalization–privacy paradox in the attention economy," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    15. Sophie Hemker & Carolina Herrando & Efthymios Constantinides, 2021. "The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing," Sustainability, MDPI, vol. 13(20), pages 1-13, October.
    16. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    17. A. Davola & I. Querci & S. Romani, 2023. "No Consumer Is an Island—Relational Disclosure as a Regulatory Strategy to Advance Consumer Protection Against Microtargeting," Journal of Consumer Policy, Springer, vol. 46(1), pages 1-25, March.
    18. Lin, Marta Yuan-Chen & Nguyen, Tessa Tien & Cheng, Edward Ying-Lun & Le, Angelina Nhat Hanh & Cheng, Julian Ming Sung, 2022. "Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness," Journal of Business Research, Elsevier, vol. 141(C), pages 151-162.
    19. Maroufkhani, Parisa & Asadi, Shahla & Ghobakhloo, Morteza & Jannesari, Milad T. & Ismail, Wan Khairuzaman Wan, 2022. "How do interactive voice assistants build brands' loyalty?," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    20. Alzaidi, Maram Saeed & Agag, Gomaa, 2022. "The role of trust and privacy concerns in using social media for e-retail services: The moderating role of COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001327. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.