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ERIC Number: ED539981
Record Type: Non-Journal
Publication Date: 2011
Pages: 219
Abstractor: As Provided
Reference Count: 0
ISBN: ISBN-978-1-2671-6926-6
Distress and Other Situational Factors that Influence Consumer Willingness to Provide Personal Information in an Online Buyer-Seller Exchange: An Equity Theory Perspective
Barto, Thomas Peter
ProQuest LLC, Ph.D. Dissertation, TUI University
Global electronic markets will profoundly impact commerce in the 21 st century. Brick-and-mortar retailers are using technology for electronic marketing purposes where the familiar layout of the physical store becomes a maze of pulldown menus, product indices, and search features creating a new unknown for consumers and concerns for information privacy and security emerge that could dissuade consumers from purchasing online. This research conceptualizes a theoretical framework based on the input/outcome principles of equity theory to explain how specific situational factors, viz., information privacy concerns as an "input" and perceived vendor loyalty as an "outcome", influence online buyers' willingness to provide personal (and perhaps sensitive) information to online sellers. Since equity theory embodies the notion that "distress" acts as an equity restoration mechanism, this study aims to fill a gap in the e-commerce literature by dimensionalizing the "distress" construct and adapting a measurement scale. Covariance-based SEM is used to analyze data obtained from a convenience sample of 459 adult education students 19 to 60 years of age who browse online marketplaces and individual e-seller Websites via the Internet. A MIMIC (multi-indicator and multiple independent causes) model is utilized to eschew model identification problems with the formative construct perceived distress as recommended when using covariance-based SEM. As hypothesized, results show that buyers' privacy concerns negatively affect buyers' willingness to provide personal information, perceived vendor loyalty positively affects buyers' willingness to provide personal information; and, buyers' privacy concerns positively affect perceived distress. Also, results show that buyers' perceived distress partially mediated the effect between buyers' information privacy concerns and buyers' willingness to provide personal information online. However, the mediation effect between buyers' perceived vendor loyalty and buyers' willingness to provide personal information online was not statistically significant. Unexpectedly, perceived vendor loyalty positively affected perceived distress and perceived distress positively affected buyers' willingness to provide personal information. Also, the influence of equity on perceived distress was shown to be statistically insignificant. Other noteworthy outcomes are that the generally accepted IUIPC (privacy concerns) construct may not be generalizable across populations; and, the conceptualization of the buyers' perceived vendor loyalty construct that had not previously existed. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
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Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Adult Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A