What drives internet users’ willingness to provide personal information?

Ching-Hsuan Yeh (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Yi-Shun Wang (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Shin-Jeng Lin (Department of Management, Leadership and Information Systems, Le Moyne College, Syracuse, New York, USA)
Timmy H. Tseng (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Hsin-Hui Lin (National Taichung University of Science and Technology, Taichung, Taiwan)
Ying-Wei Shih (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Yi-Hsuan Lai (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)

Online Information Review

ISSN: 1468-4527

Publication date: 8 October 2018

Abstract

Purpose

Considering that users’ information privacy concerns may affect the development of e-commerce, the purpose of this paper is to explore what drives internet users’ willingness to provide personal information; further, the paper examines how extrinsic rewards moderate the relationship between users’ information privacy concerns and willingness to provide personal information.

Design/methodology/approach

Data collected from 345 valid internet users in the context of electronic commerce were analyzed using the partial least squares approach.

Findings

The result showed that agreeableness, risk-taking propensity and experience of privacy invasion were three main antecedents of information privacy concerns among the seven individual factors. Additionally, information privacy concerns did not significantly affect users’ willingness to provide personal information in the privacy calculation mechanism; however, extrinsic rewards directly affected users’ disclosure intention. The authors found that extrinsic rewards had not moderated the relationship between users’ information privacy concerns and their willingness to provide personal information.

Originality/value

This study is an exploratory effort to develop and validate a model for explaining why internet users were willing to provide personal information. The results of this study are helpful to researchers in developing theories of information privacy concerns and to practitioners in promoting internet users’ willingness to provide personal information in an e-commerce context.

Keywords

Citation

Yeh, C.-H., Wang, Y.-S., Lin, S.-J., Tseng, T.H., Lin, H.-H., Shih, Y.-W. and Lai, Y.-H. (2018), "What drives internet users’ willingness to provide personal information?", Online Information Review, Vol. 42 No. 6, pp. 923-939. https://doi.org/10.1108/OIR-09-2016-0264

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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