Volunteering personal information on the internet: Effects of reputation, privacy notices, and rewards on online consumer behavior

Abstract

ccurate personal information provision is one of the most important determi- nants of the commercial development of the Web. However, consumers are usually reluctant to provide personal information or tend to provide false information online because of their concern about privacy violation risks. We employ a 2 × 2 × 2 experimental design to ex- amine the effects of reputation, privacy notices, and rewards on online consumer behavior in volunteering two types of personal information on the Internet: demographic information and personally identifiable information. We discuss the theoretical and practical implications of the findings.