| Abstract [eng] |
93 pages, 8 tables, 10 figures, 102 references. The aim of this paper is to determine how personality types and their associated perceived privacy risks, trust, and perceived environmental regulation influence consumers' propensity to disclose personal data online. The objectives of the thesis are achieved in the following main sections: the first section of the thesis is devoted to a review of the scientific literature. This section provides an overview of the factors influencing the propensity to disclose personal data and the concept of personality types. It summarizes the concept of personal data and the influence of perceived privacy risk, trust, and the social regulatory framework on online consumer behavior. The impact of the Big Five personality types is reviewed. Many environmental factors influence an individual's propensity to disclose personal data, and one of those often mentioned in social exchange theory – perceived benefits - is also summarized as an important criterion in the paper. The second part of the thesis presents a study on personality types and disclosure propensity, which aims to fulfil the objective set out at the beginning of the thesis. The research method chosen for the study is a convenience non-randomized quantitative research method, where the survey is carried out online. The research design is based on constructs suitable for measuring variables that have been used in previous research papers. 200 respondents took part in the online survey. The analysis of the results of the research was based on statistical calculations, which were necessary to test the 15 hypotheses put forward in the paper. It was found that certain personality dimensions could potentially be valuable in revealing a person's propensity to disclose data. The results showed that a personality type characterized by openness to experience may lead to a higher propensity to disclose personal data when the privacy risks associated with the disclosure are perceived. It was found that trust in the data protection provided by the organization, trust in the social regulatory structure, and perceived privacy risks influenced the propensity to disclose personal data. The analysis, interpretation, and insights of the results are presented in the third chapter of the thesis. This Master's thesis concludes with a section of conclusions and suggestions for further research, which summarises the insights made in the thesis related to the topic. |
