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The Willingness to Disclose Personal Information to a Website : The Role of Website Personality, Context Sensitivity and Self-Congruity

Pialorsi, Alberto
Master thesis
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URI
https://hdl.handle.net/11250/3055602
Date
2022
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  • Master Thesis [4656]
Abstract
Nowadays, consumer data collection is crucial for companies; however, what determines the

individual’s disposition to disclose data is not well investigated. This study analyses the

willingness to disclose personal information to a website online and the variables that

influence it. Some previous research developed a model that can describe what can impact

willingness; however, several variables are not considered. In particular, this study

introduces the impact of website personality, context sensitivity and self-congruity on the

disclosure of personal information to a website.

The study first considers the previous literature to clarify the existing findings, organize the

information and outline the gap. Then 275 people are exposed to an experimental design

2x2. Four different stimuli are created, where the manipulated variables are context

sensitivity, sensitive or not, and the website personality, genuine or enthusiastic. The

participants filled out a questionnaire after being exposed to the stimulus. The data collected

are then analysed to get new insights and test the hypotheses.

The results show that a sensitive context and a genuine website increase the individual

disposition to disclose personal information to a website online. Moreover, self-congruity

increases the willingness to disclose personal information online when the website operates

in a non-sensitive context. However, there is no interaction between the website personality

and the context sensitivity, meaning that different contexts do not require certain websites,

reinforcing the differentiating role of website personality.

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