| Abstract [eng] |
Number of pages - 90, number of tables - 15, number of figures - 2, number of annexes - 23, number of references - 83. The main purpose of this master thesis is to determine factors, influencing customers’ willingness to disclose personal data in e-commerce, focusing on positive prior experience and its’ role in this relation. The problem of the paper: how prior personal data self-disclosure perceived experience impacts willingness to share it in e-commerce. The aim of the paper: to determine how prior personal data sharing perceived experience affects customers willingness to share it in e-commerce. The paper consists of three main parts – literature analysis, research and its’ results, findings and recommendations. The literature analysis chapters cover scientific literature analysis. Various research literature and its’ findings, related to this topic, are analyzed, compared and summarized. It gives an overview of the definition and understanding of overall personal data, then willingness to share personal data in e-commerce phenomena is explained. Later social exchange theory (SET) is being analysed, its definition and core variables, prior studies which used it are analysed, its applicability in studies is discussed and comparison with other possible theories in such research is presented. Also this part analyses prior studies which examined prior experiences impact on willingness to disclose personal data in e-commerce and identifies the most usually examined variables, as well as identifies the most relevant and suitable ones for SET framework in such research. In the next chapter research methodology is presented. Based on SET conceptual model is crated, 9 hypotheses are raised. Later data collection methods and instruments are presented. Survey as a data collection method is applied. Questionnaire constructs are adapted from previous research, sample size is calculated. The survey was made of 8 questions. Overall 206 respondents filled the questionnaire. Main aim of the research was to identify what is the relation between positive prior experience and willingness to disclose personal data in e-commerce while buying material products and which of the other chosen variables (perceived benefits, perceived risks, store trust) could have impact for such relation. The third part is dedicated to empirical data analysis, research results, summary of chosen variables effect on willingness to share personal data in e-commerce. Collected data was analyzed using IBM SPSS software. The results showed that there are statistically significant relations between: positive prior experience and WTD, positive prior experience and perceived risks, positive prior experience and perceived benefits, positive prior experience and store trust, perceived risks and store trust, perceived risks and WTD, perceived benefits and WTD, perceived benefits and store trust, trust and WTD. |
