| Abstract [eng] |
97 pages, 17 tables, 2 figures, 142 references. The main objective of the work is to analyze how personal characteristics, privacy factors and benefits influence the willingness to disclose personal data when registering in an online store. The work consists of an introduction and three chapters: literature analysis, research methodology section, research results and conclusions and suggestions. The literature analysis presents the analyzed theoretical basis for the willingness to disclose data, privacy and benefit factors and personal characteristics. Based on the literature analysis, a research model was developed based on the theory of privacy calculation and social exchange. Based on the developed research methodology, a study was conducted that seeks to determine the influence of personal characteristics, privacy factors and benefits on the willingness to disclose personal data when registering in an online clothing store. The online survey method was chosen to conduct a quantitative empirical study, the constructs used in the questionnaire were evaluated based on a 7-point Likert scale. A total of 601 respondents participated in the survey. After data analysis, 581 respondents answered the first control question positively and continued to fill out the survey. 379 respondents answered the second control question positively, therefore, 379 respondents who answered “yes” to both control questions participated in the study. After checking the respondents’ answers, 371 respondents remained in the analysis, since 9 respondents’ answers were deleted from the analysis due to too small a variation in the answers. Based on the analysis of the collected data, the hypotheses raised in the study were tested. The results of the study were processed using the SPSS software package. After conducting an exploratory factor analysis, the suitability of the data for analysis was assessed, and ten factors 79 were formed, which were used in further calculations. Cronbach’s alpha reliability analysis was used to assess the reliability of the scales, which showed that the scales used in the study were suitable. Three multiple linear regressions were constructed to test the direct effect hypotheses, based on which the influence of personal characteristics, privacy factors and benefits on the intention to disclose personal data was analyzed. The results of the study showed that the desire to stand out leads to greater involvement in the product category, which indicates that consumers who seek uniqueness tend to pay more attention to products that are important to them. Involvement in the product category has a positive effect on the intention to share personal information, as more involved consumers are willing to disclose their data in order to benefit from the benefits. However, the analysis showed that the desire to stand out does not directly affect the intention to disclose personal data, which is different from the results of previous studies. In addition, the study revealed that price-sensitive consumers are more likely to provide their personal data. However, such benefit factors as discounts on other purchases or personalization did not have a significant impact, as did the perception of privacy protection and regulatory effectiveness, which indicates that consumers are not inclined to share their data. The results of the study show that the perceived lack of control negatively affects the intention to disclose personal data. This confirms that consumers are unwilling to share their personal data when they do not have control. The conclusions summarize the results of the literature review and the limitations of the conducted study. The proposals are presented to companies, e-commerce stores, and other researchers who will seek to analyze users' intention to disclose personal data. |
