Applying Means–End Chain Theory to Online Buying and Understanding Consumers' Motivation to Disclose Private Information
Abstract
The purpose of this study is to define and understand the motives that influence consumers’ decisions to disclose personal data online. Using means–end chain theory as the main theoretical framework, 10 in-depth interviews conducted through soft laddering revealed how both utilitarian and hedonic motivations jointly shape disclosure behavior. The findings show that these motivations interact, demonstrating that data disclosure is driven not only by functional considerations but also by emotional and experiential factors embedded in consumers’ value systems. The study concludes that motivation plays a central and multifaceted role in online data disclosure decisions.
Fields of Study & Subjects
Privacy
Security
and Data Protection
Technology Adoption and User Behaviour
Digital Marketing and Social Media
Publication details
- Journal / source
- Economic and business review
- Volume
- 28
- Issue
- 1
- Pages
- 59–72
- Publication date
- 5 March 2026
- Language
- EN