Impact of online privacy concerns and brand reputation on consumer willingness to provide personal information

Doig, Jennifer Michelle (2016) Impact of online privacy concerns and brand reputation on consumer willingness to provide personal information. PhD thesis, Queensland University of Technology.


The aim of this research was to identify the role of brand reputation in encouraging consumer willingness to provide personal data online, for the benefits of personalisation. This study extends on Malhotra, Kim and Agarwal’s (2004) Internet Users Information Privacy Concerns Model, and uses the theoretical underpinning of Social Contract Theory to assess how brand reputation moderates the relationship between trusting beliefs and perceived value (Privacy Calculus framework) with willingness to give personal information. The research is highly relevant as most privacy research undertaken to date focuses on consumer related concerns. Very little research exists examining the role of brand reputation and online privacy. Practical implications of this research include gaining knowledge as to how to minimise online privacy concerns; improve brand reputation; and provide insight on how to reduce consumer resistance to the collection of personal information and encourage consumer opt-in.

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ID Code: 91648
Item Type: QUT Thesis (PhD)
Supervisor: Kerr, Gayle & Drennan, Judy
Keywords: Behavioural Targeting, Brand Reputation, Online privacy, Personalisation, Privacy, Privacy Calculus
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 01 Mar 2016 05:40
Last Modified: 30 Mar 2016 05:19

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