| Abstract [eng] |
This Master's degree paper delves into the complex landscape of personal data sharing within the e-commerce domain. The study aims to uncover the underlying factors that influence individuals' decisions to disclose personal information in online transactions. Nine hypotheses are tested, exploring the roles of internet trust, perceived risks, benefits, privacy concerns, past experiences, personalization, convenience, cost savings, and time savings in shaping users' attitudes towards data sharing. The research employs a cross-sectional design, engaging a sample population to gather insights into the relationships between the aforementioned factors. Noteworthy findings include the confirmation of several hypotheses, such as the positive impact of internet trust, benefits, privacy concerns on perceived risks, and the influence of past experiences on perceived risks. A significant discovery is the unexpected positive correlation between perceived risks and the willingness to disclose data, challenging traditional assumptions in the field. Furthermore, the study provides valuable recommendations for businesses operating in the e- commerce space. Trust-building emerges as a crucial focal point, emphasizing transparent communication, robust security measures, and ethical data handling practices. Tailoring benefits to user preferences is highlighted, acknowledging the diversity in user expectations and the significance of personalized experiences. However, the paper acknowledges several limitations, including potential sampling bias, the cross- sectional nature of the study, and the reliance on self-reported data. These limitations prompt considerations for future research, suggesting opportunities for longitudinal studies, exploration of contextual influences, and the incorporation of multiple data collection methods to enhance the depth of understanding. In essence, this research contributes to the evolving discourse on personal data sharing in e- commerce, providing insights that can inform industry practices, influence user-centric strategies, and inspire future investigations into the dynamic interplay of trust, risks, benefits, and user experiences in the digital marketplace. |
