Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

Dispositional willingness to provide personal data online: antecedents and the mechanism

Published: May 27, 2020


Vatroslav Skare, University of Zagreb, Faculty of Economics & Business; Sigitas Urbonavicius, Faculty of Economics and Business Administration, Vilnius University; Dalia Laurutyte, Faculty of Economics and Business Administration, Vilnius University; Ignas Zimaitis, Faculty of Economics and Business Administration, Vilnius University


privacy; willingness to disclose personal data; digital marketing


Consumer data help marketers in developing analytical insights in order to create targeted value propositions and individualized services. However, this is partly hampered by consumer hesitation to disclose personal information, which includes new aspects in the context of the GDPR implementation. This requires to analyse dispositional factors and mechanisms that predetermine consumer willingness to disclose personal data. The aim of this study is to assess how disposition to value privacy, online privacy concerns, privacy awareness and the perceived regulatory effectiveness influence the disclosure of personal data. The analysis and SEM modelling on the basis of survey data obtained in Lithuania showed that the analysed antecedents influence consumer willingness to disclose personal data indirectly, with mediation of disposition to value privacy. Additionally, privacy awareness mediates the influence of the perceived regulatory effectiveness on disposition to value privacy. This allowed to disclose a new mechanism among dispositional factors of privacy-linked consumer behaviour and to suggest new directions for further research.


This project has received funding from the Research Council of Lithuania (LMTLT), Agreement No P-MIP-19-12.