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A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information Online

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  • May O. Lwin
  • Jerome D. Williams

Abstract

We investigate the antecedents behind online consumers' attempt to disguise their identities through fabrication. We first develop a general conceptual model that draws on two extant theoretical frameworks: (1) Laufer and Wolfe's Multidimensional Approach to Privacy, and (2) Ajzen's Theory of Planned Behavior (TPB) with Perceived Moral Obligation. Next we conduct an empirical study using SEM to test the portion of the conceptual model based on the TPB framework. Results demonstrate that Attitudes, Perceived Behavioral Control, and Perceived Moral Obligation are significant drivers of fabrication, while Subjective Norms are not. Anonymity, one of the unique characteristics of the Internet compared to in-store environments, likely contributed to the intention to fabricate information. In the concluding section we discuss the implications of our empirical results, industry self-regulation and public policy considerations, and how future research can draw upon the conceptual Laufer and Wolfe framework, particularly the "calculus of behavior" construct, to further enrich our understanding of fabrication behavior on the Internet.

Suggested Citation

  • May O. Lwin & Jerome D. Williams, 2003. "A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information Online," Marketing Letters, Springer, vol. 14(4), pages 257-272, December.
    • Handle: RePEc:kap:mktlet:v:14:y:2003:i:4:p:257-272
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    Cited by:

    1. Labrecque, Lauren I. & Markos, Ereni & Swani, Kunal & Peña, Priscilla, 2021. "When data security goes wrong: Examining the impact of stress, social contract violation, and data type on consumer coping responses following a data breach," Journal of Business Research, Elsevier, vol. 135(C), pages 559-571.
    2. repec:jso:coejss:v:8:y:2019:i:2:p:292.305 is not listed on IDEAS
    3. Kim, Kyongseok & Kim, Jooyoung, 2011. "Third-party Privacy Certification as an Online Advertising Strategy: An Investigation of the Factors Affecting the Relationship between Third-party Certification and Initial Trust," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 145-158.
    4. repec:jso:coejss:v:8:y:2019:i:2:p:169.188 is not listed on IDEAS
    5. Ayat Mazin Almahmoud, 2019. "The Impact of Social Media Characteristics and Customer Attitude on EWOM: An Empirical Study in Jordanian Banking Sector," Journal of Social Sciences (COES&RJ-JSS), , vol. 8(2), pages 169-188, April.
    6. Bues, Mirja & Pixa, Laura, 2016. "When, Why and How Consumers Seek to Protect their Privacy," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 62-69.
    7. Cloarec, Julien, 2022. "Privacy controls as an information source to reduce data poisoning in artificial intelligence-powered personalization," Journal of Business Research, Elsevier, vol. 152(C), pages 144-153.
    8. Almahmoud, Ayat Mazin, 2019. "The Impact of Social Media Characteristics and Customer Attitude on EWOM: An Empirical Study in Jordanian Banking Sector," MPRA Paper 93252, University Library of Munich, Germany.
    9. Girish N. Punj, 2019. "Understanding individuals’ intentions to limit online personal information disclosures to protect their privacy: implications for organizations and public policy," Information Technology and Management, Springer, vol. 20(3), pages 139-151, September.
    10. Lena V. Bjørlo, 2024. "Freedom from interference: Decisional privacy as a dimension of consumer privacy online," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 12-36, June.
    11. Tan Poh Leong & Laily Paim, 2015. "Mediating Effects of Intention On The Factors Affecting Organic Food Products Consumption Among Chinese Generation Y In Malaysia," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 6(1), pages 1-19, February.
    12. Caroline Lancelot Miltgen & Jean-François Lemoine, 2015. "Mieux collecter les données personnelles sur Internet. Une étude qualitative auprès d’internautes français," Post-Print hal-02566835, HAL.
    13. Hilda Bongazana Dondolo, 2016. "Facebook: The Holy Grail of Relationship Marketing?," Journal of Economics and Behavioral Studies, AMH International, vol. 8(5), pages 6-17.
    14. Krishen, Anjala S. & Raschke, Robyn L. & Close, Angeline G. & Kachroo, Pushkin, 2017. "A power-responsibility equilibrium framework for fairness: Understanding consumers' implicit privacy concerns for location-based services," Journal of Business Research, Elsevier, vol. 73(C), pages 20-29.
    15. Tabitha L. James & Quinton Nottingham & Stephane E. Collignon & Merrill Warkentin & Jennifer L. Ziegelmayer, 2016. "The interpersonal privacy identity (IPI): development of a privacy as control model," Information Technology and Management, Springer, vol. 17(4), pages 341-360, December.
    16. Zied Mani & Inès Chouk, 2018. "Smart banking: Why it's important to take into account consumers' concerns?," Working Papers halshs-01678806, HAL.
    17. Rodríguez-Priego, Nuria & Porcu, Lucia & Prados Peña, María Belén & Crespo Almendros, Esmeralda, 2023. "Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    18. Ramlan Mustapha & Zaharah Hussin & Saedah Siraj & Ghazali Darusalam, 2016. "Does Islamic Religiosity Influence the Cheating Intention among Malaysian Muslim Students? A modified Theory of Planned Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 389-406, December.
    19. Rémi Mencarelli & Renaud Lunardo & Cindy Lombart & Markus Blut & Ericka Henon, 2022. "Perceiving Control over the Exchange on Peer-to-Peer Platforms: Measurement and Effects in the Second-Hand Market," Marketing Letters, Springer, vol. 33(3), pages 523-541, September.
    20. Lwin, May O. & Stanaland, Andrea J.S. & Miyazaki, Anthony D., 2008. "Protecting children's privacy online: How parental mediation strategies affect website safeguard effectiveness," Journal of Retailing, Elsevier, vol. 84(2), pages 205-217.

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