The relationship of financial incentives and consumers' willingness to disclose information to eCommerce marketers

In this study the problem examined was a lack of research based information on the degree to which incentives can be used to encourage consumers to volunteer private information. The purpose of this study was to determine if monetary incentives would be a beneficial means to increase consumers' involvement in eCommerce and thereby boost the growth of eCommerce and the economy. Through this statistical quantitative study, the first research question asked whether financial incentives were significantly related to consumers' willingness to disclose their private information. The second research question asked whether different levels of incentives could entice consumers to disclose private data of varying types of sensitivity. A referral sample ( N =110) of Internet users completed an eSurvey, on whether they would provide sensitive private information for varied incentive offers. Based on an established conceptual model for understanding consumers' privacy concerns, cross-tabulation of the financial incentives against consumers' willingness to disclose private data were performed. Chi-square tests (p=.05) of the data revealed consumers were very hesitant to disclose private information; however, men and the age group of 40-59-year-olds were more willing to do so than women and other age groups. This research indicates to legislators to protect consumers' privacy as a way of boosting the growth of eCommerce and the economy, for a positive social change.