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Understanding Consumers' Digital Data Disclosure Decision-Making: A Focus on Data Sharing Cooperations, Perceived Risks and Low-Cognitive-Effort Processing

  • Due to the advances of digitalization, firms are able to collect more and more personal consumer data and strive to do so. Moreover, many firms nowadays have a data sharing cooperation with other firms, so consumer data is shared with third parties. Accordingly, consumers are confronted regularly with the decision whether to disclose personal data to such a data sharing cooperation (DSC). Despite privacy research has become highly important, peculiarities of such disclosure settings with a DSC between firms have been neglected until now. To address this gap is the first research objective in this thesis. Another underexplored aspect in privacy research is the impact of low-cognitive-effort decision-making. This is because the privacy calculus, the most dominant theory in privacy research, assumes for consumers a purely cognitive effortful and deliberative disclosure decision-making process. Therefore, to expand this perspective and examine the impact of low-cognitive-effort decision-making is the second research objective in thisDue to the advances of digitalization, firms are able to collect more and more personal consumer data and strive to do so. Moreover, many firms nowadays have a data sharing cooperation with other firms, so consumer data is shared with third parties. Accordingly, consumers are confronted regularly with the decision whether to disclose personal data to such a data sharing cooperation (DSC). Despite privacy research has become highly important, peculiarities of such disclosure settings with a DSC between firms have been neglected until now. To address this gap is the first research objective in this thesis. Another underexplored aspect in privacy research is the impact of low-cognitive-effort decision-making. This is because the privacy calculus, the most dominant theory in privacy research, assumes for consumers a purely cognitive effortful and deliberative disclosure decision-making process. Therefore, to expand this perspective and examine the impact of low-cognitive-effort decision-making is the second research objective in this thesis. Additionally, with the third research objective, this thesis strives to unify and increase the understanding of perceived privacy risks and privacy concerns which are the two major antecedents that reduce consumers’ disclosure willingness. To this end, five studies are conducted: i) essay 1 examines and compares consumers’ privacy risk perception in a DSC disclosure setting with disclosure settings that include no DSC, ii) essay 2 examines whether in a DSC disclosure setting consumers rely more strongly on low-cognitive-effort processing for their disclosure decision, iii) essay 3 explores different consumer groups that vary in their perception of how a DSC affects their privacy risks, iv) essay 4 refines the understanding of privacy concerns and privacy risks and examines via meta-analysis the varying effect sizes of privacy concerns and privacy risks on privacy behavior depending on the applied measurement approach, v) essay 5 examines via autobiographical recall the effects of consumers’ feelings and arousal on disclosure willingness. Overall, this thesis shines light on consumers’ personal data disclosure decision-making: essay 1 shows that the perceived risk associated with a disclosure in a DSC setting is not necessarily higher than to an identical firm without DSC. Also, essay 3 indicates that only for the smallest share of consumers a DSC has a negative impact on their disclosure willingness and that one third of consumers do not intensively think about consequences for their privacy risks arising through a DSC. Additionally, essay 2 shows that a stronger reliance on low-cognitive-effort processing is prevalent in DSC disclosure settings. Moreover, essay 5 displays that even unrelated feelings of consumers can impact their disclosure willingness, but the effect direction also depends on consumers’ arousal level. This thesis contributes in three ways to theory: i) it shines light on peculiarities of DSC disclosure settings, ii) it suggests mechanisms and results of low-effort processing, and iii) it enhances the understanding of perceived privacy risks and privacy concerns as well as their resulting effect sizes. Besides theoretical contributions, this thesis offers practical implications as well: it allows firms to adjust the disclosure setting and the communication with their consumers in a way that makes them more successful in data collection. It also shows that firms do not need to be too anxious about a reduced disclosure willingness due to being part of a DSC. However, it also helps consumers themselves by showing in which circumstances they are most vulnerable to disclose personal data. That consumers become conscious of situations in which they are especially vulnerable to disclose data could serve as a countermeasure: this could prevent that consumers disclose too much data and regret it afterwards. Similarly, this thesis serves as a thought-provoking input for regulators as it emphasizes the importance of low-cognitive-effort processing for consumers’ decision-making, thus regulators may be able to consider this in the future. In sum, this thesis expands knowledge on how consumers decide whether to disclose personal data, especially in DSC settings and regarding low-cognitive-effort processing. It offers a more unified understanding for antecedents of disclosure willingness as well as for consumers’ disclosure decision-making processes. This thesis opens up new research avenues and serves as groundwork, in particular for more research on data disclosures in DSC settings.show moreshow less

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Author:Tobias Steudner
URN:urn:nbn:de:bvb:739-opus4-10583
Advisor:Thomas Widjaja, Franz Lehner
Document Type:Doctoral Thesis
Language:English
Year of Completion:2021
Date of Publication (online):2022/04/22
Date of first Publication:2022/04/22
Publishing Institution:Universität Passau
Granting Institution:Universität Passau, Wirtschaftswissenschaftliche Fakultät
Date of final exam:2022/03/14
Release Date:2022/04/22
Tag:Disclosure; Dual Processing; Emotion; Privacy; Privacy Concerns
Page Number:vii, 155 Seiten
Institutes:Wirtschaftswissenschaftliche Fakultät
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
open_access (DINI-Set):open_access
Licence (German):License LogoStandardbedingung laut Einverständniserklärung