| Abstract [eng] |
The aim of the thesis is to determine the impact of negative personality traits, privacy fatigue and trust in institutions on the willingness to disclose personal data when using e-shops and social networks. Objectives: • Examine the main theories explaining the disclosure of personal data. • To analyse the concept of negative personality traits and states and their manifestation in online activities. • Examine privacy risks and the role of trust in institutions in the disclosure of personal data. • Summarise the theoretical part and justify future empirical research. • Develop a methodology for the empirical study. • Collect and analyse data on the impact of neuroticism, privacy fatigue and trust in institutions on consumers' willingness to disclose personal data in e-commerce and social networks. 84 • Make proposals and recommendations based on the results and conclusions of the study. This work consists of three chapters, which are divided into smaller sub-sections. The main parts are: literature review, methodology and research. The literature analysis examines: the importance of data disclosure for commerce, theories exploring the willingness to disclose personal data, and personal characteristics and states of mind. It also examines the determinants of privacy risks and trust in institutions when disclosing personal data. The methodological part draws a model based on social exchange theory to analyse the willingness to disclose personal data, both in social networks and in e-commerce. Hypotheses are raised, a sample is calculated and constructs are used. Based on the model, a survey is prepared. In the third part of the paper, the data are analysed. The study involved 318 respondents. The demographic data, when summarised, to a certain extent reflect the statistics of Internet usage of the Lithuanian population by age groups. A factor analysis was also carried out to assess the validity of the data. The conclusions summarise the results of the study and other studies. The recommendations section contains suggestions for companies and marketers. Limitations are also identified. |
