Sources of trust in a store and their contribution to willingness to disclose personal data
(R2022-111815)

AUTHORS

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

ABSTRACT

One of the important factors that impact willingness to disclose personal data in online shopping is trust in a store. However, trust in a store mediates effects of other antecedents, which in this study are conceptualized as associated with groups of personal, infrastructural and physical/tangible factors. The study analyses indirect effects of propensity to trust (personal factor), perceived regulatory effectiveness (perception about an infrastructure) and presence of off-line selling channel in addition to the online channel in a store on willingness to disclose personal data online. The findings show that these factors, mediated by store trust, have significant positive impacts.