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The Effect Of Personality Traits On Online Privacy Concern

Author

Listed:
  • Bruno Škrinjarić

    (The Institute of Economics, Zagreb)

  • Jelena Budak

    (The Institute of Economics, Zagreb)

  • Mateo Žokalj

    (InterCapital Securities LTD, Zagreb)

Abstract

This paper examines personality traits as antecedents of online privacy concern. The aim of the research is to analyze if and how personal characteristics of Internet users affect their concern for privacy in online environment. The theoretical framework consisting of the Big Five theory of personality traits has been used to test the variations in online privacy concern. The model includes a range of other variables that might affect online privacy concern, such as sociodemographic factors, cultural values and computer literacy. The empirical analysis is based on survey data collected in 2016 on a large sample of 2,060 Internet users in Croatia. Results of both OLS and ordered probit estimations show that two personality traits dimensions, namely extraversion and neuroticism, significantly determine the level of online privacy concern. The more extraverted, i.e., more energetic and outgoing Internet user is less concerned about his/her online privacy, whilst the more neurotic one is more concerned. Privacy awareness, computer anxiety and previous negative experience were also observed as antecedents, all positively affecting the level of privacy concern of Internet users. The results of this research fill the gap in the underexplored area of personality traits and online privacy concern literature and contribute to developing an extended model of online privacy concern.

Suggested Citation

  • Bruno Škrinjarić & Jelena Budak & Mateo Žokalj, 2018. "The Effect Of Personality Traits On Online Privacy Concern," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 69(2), pages 106-130.
    • Handle: RePEc:hde:epregl:v:69:y:2018:i:2:p:106-130
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    References listed on IDEAS

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    1. Michael Naef & Jürgen Schupp, 2009. "Measuring Trust: Experiments and Surveys in Contrast and Combination," SOEPpapers on Multidisciplinary Panel Data Research 167, DIW Berlin, The German Socio-Economic Panel (SOEP).
    2. Edo Rajh & Jelena Budak & Mateo Zokalj, 2016. "Personal Values of Internet Users: A Cluster Analytic Approach," Working Papers 1606, The Institute of Economics, Zagreb.
    3. Naresh K. Malhotra & Sung S. Kim & James Agarwal, 2004. "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, INFORMS, vol. 15(4), pages 336-355, December.
    4. Kathy A. Stewart & Albert H. Segars, 2002. "An Empirical Examination of the Concern for Information Privacy Instrument," Information Systems Research, INFORMS, vol. 13(1), pages 36-49, March.
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    Cited by:

    1. Jelena Budak & Edo Rajh & Sunèana Slijepèeviæ & Bruno Škrinjariæ, 2021. "Theoretical Concepts of Consumer Resilience to Online Privacy Violation," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 19(2), pages 308-327.

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    More about this item

    Keywords

    privacy concern; Internet; personality traits; survey;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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