| Abstract [eng] |
114 pages, 12 tables, 11 pictures, 115 references. The main purpose of this master thesis is to determine the impact of trust and distrust factors on the willingness to disclose personal information in online shops and social networks. The work consists of three main parts: the analysis of literature, the research and its results, conclusion and recommendations. Literature analysis reviews the importance of personal information for business; presents the theories used in similar studies and the concept and variety of trust and distrust factors; introduces the factors typically investigated in studies of the willingness to disclose personal information online. On the basis of the literature analysis, the conceptual model of the study is based on Social Exchange Theory, which can be used to analyse the willingness to disclose personal information on social networks and in online shops. Based on the developed research methodology, a study was carried out to analyse the effects of propensity to trust, institutional trust, paranoia and engagement in social media on the willingness to disclose personal information on social networks and online shops. The method chosen for the study was an online survey, and the constructs used in the questionnaire were assessed on a 7-point Likert scale. The questionnaire was completed by 301 respondents and the hypotheses were tested on the basis of the analysis of the data collected. Exploratory factor analysis was used to assess the suitability of the data for the analysis, and six variables were constructed and used in the calculations. Reliability of the variables is measured by Cronbach's alpha coefficient and validity is tested by discriminant and convergent validity. Two multivariate linear regression models were constructed to test the direct effect hypotheses. They were used to analyse the direct effects of trust and distrust factors on the willingness to disclose personal information in social networks and online shops. The SPSS Process Macro procedure was used. The mediation analysis aimed to identify the indirect effects of the independent variables (propensity to trust, institutional trust and paranoia) on the willingness to disclose personal information in online shops and on social networks. Engagement in social media, propensity to trust, institutional trust and paranoia have been found to have a direct positive effect on the willingness to disclose personal information on social networks. It was also found that willingness to disclose personal information on social networks and institutional trust have a significant direct effect on willingness to disclose personal information in online shops. However, trust propensity and paranoia have indirect effect on the willingness to disclose personal information in online shops. The mediation analysis showed that willingness to disclose personal information on social networks significantly mediates the effects of propensity to trust, institutional trust and paranoia on the willingness to disclose personal information in online shops. Engagement in social media significantly mediated the effects of propensity to trust and institutional trust on the willingness to disclose personal information on social networks. The conclusions summarise the main concepts of literature analysis as well as the results of the performed research. The part of recommendations suggests guidelines to other authors and presents practical suggestions for companies collecting consumers' personal information in online shops. |
