Understanding Data Disclosure in Interactive Retail

Abstract Book of the 11th International Conference on Advanced Research in Business, Management and Economics

Year: 2026

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Understanding Data Disclosure in Interactive Retail

Prof. Dr. Pedro Manuel do Espírito Santo, Carla Anes, Ivone Ferreira

ABSTRACT:

Understanding why consumers agree to disclose personal information in online environments has become increasingly important for interactive retail and digital marketing strategies. Drawing on privacy calculus theory and research on online trust formation, this study proposes and tests an integrated framework explaining consumers’ personal data disclosure behaviour in interactive digital environments. Specifically, the model examines how privacy concerns and website information quality influence perceived risk and trust, and how these mechanisms subsequently shape consumers’ willingness to disclose personal information.
A quantitative research design was employed using a structured questionnaire administered to 398 individuals with experience interacting with online platforms requesting personal data. The conceptual model was tested using structural equation modelling.
The findings indicate that privacy concerns significantly increase perceived risk but do not directly influence website information quality or trust. Website information quality emerges as a critical determinant, significantly reducing perceived risk and enhancing trust in digital platforms. Perceived risk negatively affects both trust and consumers’ willingness to disclose personal information, whereas trust positively influences disclosure behaviour. These results confirm that perceived risk and trust operate as key psychological mechanisms underlying consumers’ data disclosure decisions in online environments.
This study contributes to the interactive marketing literature by offering a comprehensive and empirically validated framework integrating privacy concerns, website information quality, perceived risk, and trust. The findings extend current knowledge by highlighting the central role of information quality in fostering trust and mitigating perceived risk, thereby facilitating consumers’ willingness to disclose personal information in online consumer–firm interactions.

Keywords: Privacy Concerns; Online Behaviour; Retail Marketing; Consumer Decision-Making; Data Sharing Intentions