ABSTRACT To test a theoretical model, this study explores the effect of anxiety, trust, personality, and perceived benefits on the disclosure of personal information online. An online survey conducted among participants in the United States (n = 248, age range: 20–82 years) examined attitudes toward disclosing personal data online. Specifically, the study researches the impact of anxiety disclosing personal data, trust (both in the Internet and in institutions), the Big Five personality traits, and four sets of perceived shopping benefits (opportunity, bargain, purchase, and expected privacy benefits) in e-commerce disclosure and their role as antecedents for adoption and use of e-commerce. The study aligns with existing trust literature and corroborates other findings on how perceived purchase benefits impact individuals’ attitudes toward disclosing personal data online. The data suggest that both trust in the Internet and trust in institutions positively influence attitude toward disclosing personal data online. Perceived purchase benefits were also significant positive predictors for attitude toward disclosing personal data online. Furthermore, personality dimensions can affect attitude toward disclosing: the more neurotic a person is, the more negative their attitude is about disclosing personal data online. The study underscores that consumers have a responsibility to educate themselves about online disclosure and marketing practices, and about how to protect their online privacy. Most importantly, fostering trust, reducing anxiety, and promoting benefits are essential to the future of e-commerce. Implications for theory, consumers, marketing practice, and public policy are also discussed.

中文翻译：

---

影响在线披露个人数据态度的因素

摘要 为了测试理论模型，本研究探讨了焦虑、信任、个性和感知利益对在线个人信息披露的影响。在美国参与者（n = 248，年龄范围：20-82 岁）中进行的一项在线调查调查了对在线披露个人数据的态度。具体而言，该研究研究了焦虑披露个人数据、信任（在互联网和机构中）、大五人格特质和四组感知购物利益（机会、讨价还价、购买和预期隐私利益）的影响。电子商务披露及其作为采用和使用电子商务的前提的作用。该研究与现有的信任文献保持一致，并证实了其他关于感知购买利益如何影响个人对在线披露个人数据的态度的发现。数据表明，对互联网的信任和对机构的信任都会对在线披露个人数据的态度产生积极影响。感知到的购买收益也是对在线披露个人数据的态度的重要积极预测因素。此外，人格维度会影响对披露的态度：一个人越神经质，他们对在线披露个人数据的态度就越消极。该研究强调，消费者有责任就在线披露和营销实践以及如何保护他们的在线隐私进行自我教育。最重要的是，培养信任，减少焦虑和促进利益对电子商务的未来至关重要。还讨论了对理论、消费者、营销实践和公共政策的影响。