Dispositional willingness to provide personal data online: antecedents and the mechanism
(A2020-60890)

AUTHORS

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

KEYWORDS

privacy; willingness to disclose personal data; digital marketing

ABSTRACT

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.

REFERENCES

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