Willingness to share data: Contextual determinants of consumers' decisions to share private data with companies

In the age of digitalization, customer and consumer data have become a valuable source information for companies. However, to obtain these data, companies depend on peoples' willingness share (WTS) their private with them. By means large-scale online experiment more than 20,000 participants, we investigated extent which WTS is affected by contextual factors. We complement extend previous research (i) simultaneously addressing several factors that can largely control themselves, (ii) comparing relative impacts WTS, (iii) explicitly examining interactions between in addition specific univariate effects. Concretely, investigate factors, such as type requested, purpose are used, industry sector corresponding company belongs to, compensation offered shared degree allows personal identification. Our suggest all do affect significantly, while there also multiple significant interaction effects For instance, found better intuitive match core business engaged results higher proportions people who willing company. Hence, may benefit from tuning requests or according context they operate.