Stranger Danger? Three Essays on Consumer Trust and Data Disclosure in Multi-Actor Environments
Technological advancements and digitalization in recent decades have led an increasing number of firms to recognize the value of multi-actor business models. Integrating third parties into business processes provides firms with several benefits, including access to additional resources, skills, and information. However, from the consumer’s perspective, the involvement of third parties, often unknown to the consumer, is frequently associated with uncertainty, privacy concerns, and, thus, a reluctance to engage with multi-actor business models. Such concerns are not unfounded: In many multi-actor environments, privacy-related misbehavior is common, whether caused by third-party firms, network users, or other actors. Incidents range from unauthorized data sharing to illegal surveillance, identity theft, and financial fraud. Consumers’ skepticism poses challenges for firms, requiring strategic measures that not only foster consumer engagement with the network but also help build trust in the presence of third-party involvement and manage the consequences of trust erosion following negative third-party experiences. While privacy research recognizes consumer concerns in multi-actor environments, the literature does not offer specific business strategies to encourage data disclosure in the context of third-party involvement. Instead, research on multi-actor business models has largely focused on the benefits of shared value creation, while the broader impact of negative third-party privacy-related incidents on the overall actor-network remains underexplored. This dissertation addresses this research gap through three independent essays, aiming to identify business strategies that enhance consumer trust and willingness to disclose data in multi-actor environments and counteract the negative effects of (potential) third-party misbehavior on the actor-network. It focuses on preventive measures that address consumers’ concerns before interacting with the actor-network, as well as reactive strategies that are designed to maintain consumers’ engagement with an actor-network after a negative experience with one of the actors. As a first step toward identifying effective business strategies in multi-actor environments, Essay 1 examines two mechanisms: transparency and control, commonly used to foster consumers’ willingness to disclose data. While not explicitly framed as a multi-actor study, Essay 1 investigates how firms’ implementation of transparency and control features regarding data practices influences consumers’ willingness to disclose data. Two online scenario experiments compare a proactive approach, where consumers receive all relevant information and control options upfront, with an upon-request approach, where they access details by clicking for more information. The results show that the proactive approach increases cognitive effort and reduces data disclosure, while perceptions of procedural fairness do not significantly differ between the approaches. This pattern also holds in high-sensitivity conditions involving third-party data sharing, suggesting that the upon-request approach is effective across both single-actor and multi-actor environments. Building on these findings, Essay 2 analyzes how the representation of actor-networks influences consumers’ willingness to disclose data. Drawing on social psychology research on perceived entitativity, three online scenario experiments show that consumers trust firm networks more when they perceive them as highly entitative - as cohesive and integrated entities - rather than as low entitative, meaning a loose collection of independent firms. This greater trust, in turn, enhances their willingness to disclose personal data. Moreover, the analyses reveal that consumers process information about highly entitative firm networks more fluently and experience lower uncertainty than when engaging with low-entitativity networks. This essay also holds substantial practical significance by identifying concrete design recommendations to enhance perceived entitativity. In Essay 3, a platform is conceptualized as a multi-actor environment that enables peer-to-peer interactions. This essay investigates how consumers’ negative experiences with other users in multi-actor environments affect trust in the platform as a whole. Two studies were conducted in the home-sharing context, where consumers grant deep access to their privacy by allowing others into their homes or by sharing images of their private living spaces, addresses, and payment details. This openness entails inherent risks when interacting with other users and may facilitate misbehavior. The findings reveal a negative bottom-up trust transfer, whereby a negative experience with another user leads to diminished trust in the misbehaving user and, subsequently, in the platform. Although the platform does not directly control user behavior, consumers attribute part of the responsibility for negative incidents to the platform, which in turn reduces loyalty. This effect is stronger for negative outcome-related incidents, which pertain to the core service itself, than for negative process-related incidents, which relate to the service delivery process. To effectively mitigate this erosion of loyalty, Essay 3 identifies high prior relationship satisfaction between the consumer and the platform as a key buffering mechanism in which firms should actively invest. The insights from my dissertation extend privacy research by examining multi-actor environments and analyzing how firms can encourage consumers to disclose personal data, which psychological mechanisms guide their decision-making, and how trust is established and transferred within the network. Furthermore, this dissertation raises corporate awareness of the risks associated with the involvement of third parties in multi-actor settings. It provides practical strategies to mitigate these risks, fostering consumer acceptance and ensuring the long-term success of such business models.
Privacy Research, Marketing, Multi-Actor Environment, Trust, Transparency
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