Two approaches of information disclosure:
Reciprocity and relevance
Reciprocity
• Social norm
• Lets people return a favor for any favor they receive
• Involves indebtedness
Relevance
• Interesting and useful advertisement
Reciprocity and relevance in an e-commerce context:
Expected effects on acceptance of disclosure
Reciprocity
• Involvement: Online shopping is not a free service
Relevance
• Behavioral tracking is approved by consumers while shopping online in general
Reciprocity and relevance implemented:
Monetary savings and time savings
Monetary Savings (Reciprocity)
“We offer you products at the lowest
price. This is possible because we
show you advertisements. Effective advertisements save us money.
Only this way we can keep our prices low.”
Time Savings (Relevance)
“We would like to show you
advertisements you are interested in. This way you only see relevant advertisements which are interesting for you and which reduce your time
Additionally added: Trust as moderator
Trust is a main component of the intention to disclose information
• Trust should have a positive moderating effect on the relationship of the benefit approaches and the acceptance of information disclosure
High trust in an online retailer should affect the acceptance of
Conceptual Model
Control Variables:
• Internet affinity
• General concern of privacy
• General attitude towards advertising
Data collection: Survey with eight different conditions
Reciprocity Relevance Reciprocity &
Relevance Neutral
High Trust High Trust,
Reciprocity High Trust, Relevance High Trust, Reciprocity & Relevance High Trust, Neutral
Low Trust Low Trust,
Results: Acceptance of information disclosure
0 5 10 15 20 25 30 35 40 45Strongly disagree Disagree Somewhat disagree
Neither agree nor disagree
Somewhat agree Agree Strongly agree
Fre
q
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en
Results: Benefit approaches
0 2 4 6 8 10 12 14 16 18Strongly disagree Disagree Somewhat disagree
Neither agree nor disagree
Somewhat agree Agree Strongly agree
Analyses: Reciprocity and relevance
Method: ANOVA and multiple regression
No influence of the two benefit approaches was measured
Explanation reciprocity:
• No feeling of indebtedness because of money-product-exchange Explanation relevance:
Results: Trust
0 2 4 6 8 10 12Strongly disagree Disagree Somewhat disagree
Neither agree nor disagree
Somewhat agree Agree Strongly agree
Fre
q
u
en
cy High Trust, Reciprocity&Relevance
Low Trust, Reciprocity&Relevance High Trust, Reciprocity
Analysis: Trust
Method: ANOVA and multiple regression
No moderating effect of trust was measured
Explanation:
Management implications
Reciprocity
• Depends on service offered further distinction needed Relevance
Limitations and future research
Limitations
• Sample size, geographical limitations, type of respondents • Privacy paradox
• Website characteristics
• Indirect link to personalized advertisement (reciprocity) Future research
