In Data We Trust: Three Essays on Consumers' Trust-Based Decision-Making Strategies in Privacy-Relevant Online Contexts
Technological advancements and new legal requirements are continuously changing the online data disclosure landscape in terms of both, the quantity and quality of data that firms can acquire. Nowadays, consumers are required to disclose personal data online multiple times a day and in a variety of different contexts, such as creating user profiles, online payment or using location-based services. Despite consumers’ increasing online privacy concerns, firms rely ever more strongly on consumer data that they convert into a competitive advantage through personalized product recommendations and targeted advertising. In an effort to encourage consumer data disclosure, many firms have focused on building trust as a way to counterbalance privacy concerns and mitigate risk perceptions. Correspondingly, marketing literature has continued to examine the interplay of trust and consumer privacy concerns. While the extant research has considerably advanced our understanding of the role of trust in privacy-related decision-making, the majority of studies has mainly focused on single-stage, dyadic disclosure settings and cognitive decision-making processes. Against this background, the overarching goal of this thesis is to shed light on under-researched data disclosure contexts involving trust and to explore additional facets of the underlying decision-making processes. For example, considering pre- and post-disclosure stages when evaluating consumers’ data disclosure decisions allows for a more holistic picture of the decision-making process. Similarly, social media and sharing economy settings challenge the traditional assumption of purely dyadic consumer-firm data disclosure, thus extending traditional conceptualizations of trust. Across three independent essays, this thesis addresses the overarching research question of how the peculiarities of multi-stage and multi-actor settings shape consumers’ trust-based decision-making strategies.
Networked Digital Library of Theses and Dissertations