2022 Fiscal Year Final Research Report
The theoretical advancement of the relationship between consumers' privacy paradox and self-disclosure
| Project/Area Number |
20K01975
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Waseda University |
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Principal Investigator |
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| Project Period (FY) |
2020-04-01 – 2023-03-31
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| Keywords | パーソナルデータ / 自己開示 / プライバシー |
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| Outline of Final Research Achievements |
This research examined Japanese consumers’ personal information disclosure to businesses and its antecedents. The study investigated the interaction effects between Japanese consumers’ likelihood and perceptions of personal information disclosure, their trust in businesses, personality traits and cultural background from a social media perspective. Consumers who collect product information on social media were not very concerned about privacy and regarded personalized information from companies as valuable for purchase-related decision making. Also, information control by consumers moderated the relationship between privacy concerns and likelihood of personal information disclosure. These results have been presented at an international conference and also published in an international refereed journal. Several manuscripts are currently under review for international journals.
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| Free Research Field |
マーケティングコミュニケーション、消費者心理
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| Academic Significance and Societal Importance of the Research Achievements |
消費者の個人情報開示傾向の研究は、消費者は企業への自己開示に消極的であるという前提に基づいていた。しかし、消費者が個人情報（パーソナルデータ）保護に必ずしも熱心でない場合もあるため、従来の理論的アプローチが最適であるとは限らない。消費者の企業に対する自己開示傾向を深く理解するためには、企業との関係を検討する必要がある。
パーソナルデータ開示とプライバシーの関係では、個人の背景や性格等が影響すると考えられる。自己開示は開示の対象との交流の一環であり、コミュニケーションは文化的背景に影響を受けやすい。文化的視点からの日本の消費者のパーソナルデータ開示の研究報告はまだ少数であり、その知見価値は高い。
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