Technology-Driven Economic Behaviours: The Role of Willingness to Disclose Personal Data in Online Buying and Webrooming

Sigitas Urbonavičius; Mindaugas Degutis

doi:10.5755/j01.ee.34.5.34782

Authors

Sigitas Urbonavičius Faculty of Economics and Business Administration, Vilnius University, Lithuania https://orcid.org/0000-0003-4176-2573
Mindaugas Degutis Faculty of Economics and Business Administration, Vilnius University, Lithuania

DOI:

https://doi.org/10.5755/j01.ee.34.5.34782

Keywords:

willingness to disclose personal data, online buying, webrooming, store trust, privacy risk

Abstract

Digitalization predetermines variety of economic behaviours that either happen online or integrate online and offline options. For instance, omni-channelling in retail gives buyers options of e-buying and webrooming (searching online, but purchasing offline). This paper highlights the role of willingness of buyers to disclose their personal data in regard to the two behaviours. The willingness is impacted by perceived benefits, privacy risks and trust in a store; relationships between all factors are grounded on social exchange theory. Empirical data from 964 respondents were analysed with the use of structural equation modelling. The findings showed indirect effect of willingness to disclose personal data on webrooming, clarified the way how privacy risks impact the willingness in regard to the two behaviours and confirmed the impact of online buying on webrooming. This way they helped to reduce addressed research gaps and present a substantial novelty.

Author Biographies

Sigitas Urbonavičius, Faculty of Economics and Business Administration, Vilnius University, Lithuania

Sigitas Urbonavicius, Dr., is a Professor at Vilnius University, Department of Marketing. Having his educational background from universities in the US and Lithuania, he developed his experience working on research/teaching/consulting projects in more than 20 countries. He serves as an Editor-in-chief for the journal Organizations and Markets in Emerging Economies. His research interests include numerous aspects of consumer behavior, especially concentrating on the privacy issues online. He has published in Journal of Consumer Behavior, Journal of Marketing Education, Journal of Business Research, International Journal of Market Research, Journal of Retailing and Consumer Services and others.

Mindaugas Degutis, Faculty of Economics and Business Administration, Vilnius University, Lithuania

Mindaugas Degutis, Dr., is an Associated Professor at Vilnius University, Department of Marketing, since 2010. His research interests are in areas of consumer behaviour, subjective well-being, electoral studies, and political marketing. Mindaugas consults extensively with industry, working on a number of marketing research projects. He has published in Journal of Marketing Education, Journal of Business Research, Journal of Retailing and Consumer Services, Baltic Journal of Management and others.