Technology-Driven Economic Behaviours: The Role of Willingness to Disclose Personal Data in Online Buying and Webrooming

Abstract

Digitalization predetermines variety of economic behaviours that either happen online or integrate online and offline options. For instance, omni-channelling in retail gives buyers options of e-buying and webrooming (searching online, but purchasing offline). This paper highlights the role of willingness of buyers to disclose their personal data in regard to the two behaviours. The willingness is impacted by perceived benefits, privacy risks and trust in a store; relationships between all factors are grounded on social exchange theory. Empirical data from 964 respondents were analysed with the use of structural equation modelling. The findings showed indirect effect of willingness to disclose personal data on webrooming, clarified the way how privacy risks impact the willingness in regard to the two behaviours and confirmed the impact of online buying on webrooming. This way they helped to reduce addressed research gaps and present a substantial novelty.