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EMAC 2021 Regional Conference

Modelling the Willingness to Disclose Personal Data in Registration to Online Store on the Basis of Social Exchange Theory

Published: September 22, 2021


Ignas Zimaitis, Faculty of Economics and Business Administration, Vilnius University; Sigitas Urbonavicius, Faculty of Economics and Business Administration, Vilnius University; Vaida Kaduskeviciute, Faculty of Economics and Business Administration, Vilnius University


willingness to disclose data; social exchange theory; digital marketing


Extensive use of consumer data requires to link it with consumer behaviours in online buying over time. This is achievable when buyers are registered to online stores, since registration asks for a set of data and for the important permissions in regards to its use. The mechanism of the willingness to disclose personal data while registering to online stores remains largely unknown. This study models it on the basis of Social Exchange theory. The most important finding is linking the disclosure of data in social networking, single-time buying and in online registration, which has important theoretical and managerial implications.


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