| Popis: |
66 pages, 3 figures, 11 tables, 127 references. The aim of the bachelor thesis - upon analyzing theoretical literature and empirical research to find out what are the factors influencing the disclosure of personal information on social networking and in online buying. The academic paper consists of three main parts: the analysis of literature, the research methodology and analysis of empirical research. The literature analysis was conducted to review the concept of self-disclosure, theories of personal information disclosure behavior online, social exchange theory, as the main theory of this work, two different types of exchanges: reciprocal and negotiated, and the main factors, based on SET, influencing the data disclosure: trust, situational and dispositional factors. After the literature analysis, the study has conducted about willingness to disclose personal information in Facebook, as in social networking, and in Pigu.lt, as in online buying. To do this empirical research, an online questionnaire was created to survey people, who use Facebook and have made a purchase from Pigu.lt during the last year. The main purpose of the questionnaire was to find out how specific factors like trust both in Facebook and Pigu.lt, engagement in Facebook and privacy concern influence willingness to disclose personal data in these online sites. The performed research revealed that trust influence engagement and willingness to disclose both in social media an in online buying, while engagement in social media makes influence only for self-disclosure in social networking. However, privacy concern does not have any impact for data disclosure online. Also, it can be said that if a person is willing to do self-disclosure on social media, he is more willing to do the same in the online store. |
