Behind the click: Exploring consumer motivation and awareness in private data disclosure
(A2026-133944)

AUTHORS

Brikena Berisha, University of Ljubljana/AAB College; Maja Kone?nik Ruzzier, School of Economics and Business, University of Ljubljana

ABSTRACT

Grounded in a higher-order motivational framework, this study investigates the determinants of private data disclosure in online shopping by examining the interplay between hedonic and utilitarian motivations and the moderating role of consumer awareness. Drawing on data from 310 respondents in Kosovo and Slovenia and employing SmartPLS to estimate a second-order model, the analysis shows that utilitarian motivations, rooted in functional reasoning, serve as the primary driver of disclosure, while hedonic motivations exert only marginal influence. Consumer awareness selectively strengthens utilitarian effects, particularly in Kosovo sample, underscoring the context-dependent nature of disclosure behavior in international market environments. The findings advance a comprehensive understanding of digital consumer behavior by illustrating how motivational and cognitive mechanisms jointly shape individuals’ decisions to share personal data online.