20.500.12556/RUL-180869 Applying means–end chain theory to online buying and understanding consumers’ motivation to disclose private information 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. means–end chain online shopping private information motivation trženje spletna trgovina vedenje potrošnikov prenos informacij motiviranje true false true Angleški jezik Slovenski jezik Članek v reviji 2026-03-18 13:02:25 2026-03-18 13:04:53 2026-03-21 04:00:43 0000-00-00 00:00:00 2026 0 0 Str. 59-72 iss. 1, article no. 4 Vol. 28 Mar. 2026 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 2335-4216 10.15458/2335-4216.1368 270225155 https://www.ebrjournal.net/home/vol28/iss1/4/ 1 46bcbf98-22c2-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=230797 Applying_Means_End_Chain_Theory_to_Online_Buying_and_Understandin.pdf Applying_Means_End_Chain_Theory_to_Online_Buying_and_Understandin.pdf 1 1CC5A16B18A050F1BB4EECDC37BB14B9 9578ab73a20965f376d4350b86026d25611680d7bc4cfb5c5908da0699c92b5d 8cbc82cf-22c2-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=230798 Ekonomska fakulteta 0 0 0