Personal Data Disclosure Risks

What it measures

The scale measures how much risk a consumer perceives in disclosing personal data online, the counterpart concern to perceived disclosure benefits.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• In general, it would be risky to disclose personal information to _____ when updating my profile.
• There would be high potential for privacy loss associated with disclosing personal information by updating my profile on _____.
• _____ could inappropriately use my personal information that I disclose while updating my profile.
• Providing _____ with my personal information while updating my profile could involve many unexpected problems.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

A companion measure to Personal Data Disclosure Benefits above, also adapted by Bidler et al. (2020) from Dinev et al. (2013) and administered to the same German shopper panel. Reliability was strong (α = .92), with an AVE of .75 offering some preliminary support for validity.

Recommended companion scales

Citation

Bidler, M., Zimmermann, J., Schumann, J.H., & Widjaja, T. (2020). Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance- Illustrating Game Elements. Journal of Retailing, 96(4), 507-523.

Keywords