| Abstract [eng] |
The aim of this study is to identify the influence of paranoia and belief in conspiracy theories on engagement with social media that mediates the willingness to disclose personal data when considering a purchase in formal and informal online channels. To achieve the aim of study, the paper focused on different theories of trust and distrust influences in the context of online purchase and personal data disclosure situations, and the researches on the relations of trust, paranoia, belief in conspiracy theories, technology knowledge, perceived regulation effect, social media, formal and informal purchase channels and willingness to disclose personal data. Disclosure of personal data is a crucial step in the online purchase process. The willingness to disclose personal information is influenced by many factors that can be rational or irrational. This study tries to fill the gap between irrational factors and willingnes to disclose data studies by using Social Exchange Theory as a theoretical tool to research the field. Conducted research observed that irrational distrust is strongly associated with social networks. Technological developments have led to the expansion of e-commerce from e-shops to other types of channels. Online shopping can be carried out on highly regulated platforms, such as online shops, or through informal purchasing channels, such as classifieds portals, social networks, etc. Social networks can therefore also be thought of as a channel for buying: hand-to-hand selling, groups, or features developed for selling, such as Facebook Marketplace. The research shows that expressions of irrational distrust, such as paranoia or belief in conspiracy theories, encourages the participation in social networks and becomes an important mediating factor between irrational distrust and the desire to disclose personal information. Formal and informal e-shopping channels differ in the need and possibilities to provide personal information. Despite the fact that this study confirmed that social media is an important mediator between irrational distrust factors and willingness to disclose data in informal purchase channels, it does not mediate the relationship between trust and willingness to disclose data in informal purchase channels. Rational trust still plays an important role in the willingness to disclose data. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the research. Unexpectedly, willingness to disclose personal date in informal channels is a major predictor to disclose data in formal purchase channels, but willingness to disclose data in formal channels mediates the relation between trust and inform channels. It is another significant finding which requires to research social media practices and different formality purchase channels in the context of data disclosure. |
