Consumers' Privacy Concerns and Willingness to Provide Marketing-Related Personal Information Online

This research makes two primary contributions to the field of Internet marketing. Most previous studies incorporated constructs of value and trust separately and used sub-dimensions such as ease of navigation, usefulness, web security, brand, technology, and clarity of interface interchangeably to determine whether these are related to the willingness to disclose personal information. However, the present study tried to reclassify three categories of antecedent simultaneously in relation to benefits and trust. The present study proposed a model incorporating antecedents, privacy concern and intent to disclose personal information.