Abstract
The current study contributes to the knowledge as to how the relative power of buyers impacts their willingness to disclose personal data in online buying. The theoretical framework is based on social exchange theory, which makes it possible to consider the importance of trust in stores and perceptions about external privacy regulations. Data were collected via a representative survey (985 respondents) and analysed with the help of two-step structural equation modelling. The key findings show the presence of the indirect effect of relative power on willingness to disclose personal data (mediated by store trust), while the direct impact was found to be insignificant. It was found that store trust is built by relative power of buyers, along with their perceptions about external privacy regulations. This suggests that relative power grows when perceptions about the effectiveness of privacy regulations improve. These findings help to develop theoretical and managerial implications.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
