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EMAC 2021 Annual Conference

Information Privacy and Consumers' Willingness to Share Personal Information: Toward a Conceptual Framework

Published: May 25, 2021


Peter Maas, University of St. Gallen; Christopher Schumacher, University of St. Gallen


Knowledge of information privacy and consumers’ willingness to share personal information is fragmented because insights are rather dispersed across disciplines. The purpose of this pa-per is to capture these fragmented bits of knowledge, to develop a conceptual framework on information privacy and consumers’ willingness to share personal information, and to test it empirically. We screen the top journals in marketing, information systems, and ethics to devel-op a conceptual framework on the interplay of information privacy and consumers’ willingness to share personal information. We test our hypotheses on data collected from 15,068 consum-ers from 24 countries using Structural Equation Modeling. We show that the relationship be-tween the independent variables Data Use Transparency and Customer Control and the de-pendent variables Word of Mouth, Loyalty, and Intention to Disclose is mediated by Trust and Perceived Benefits of Sharing Personal Information. Moreover, Privacy Concerns and the Type of Information (e.g., demographic, social, financial, and health data) moderate the rela-tionship between the independent variables and the mediators.