Cross-contextual analysis of the effects of vertical and horizontal privacy perceptions on willingness to disclose personal information on the internet

Bartol, Jošt (author), Vehovar, Vasja (author), Petrovčič, Andraž (author)

This study investigates whether the distinction between vertical (institutional) and horizontal(social) privacy is a valuable approach for comparing the antecedents of willingness to disclosepersonal information (WTD) across online contexts. We focus on e-commerce, social network sites,and instant messaging. Following the dual privacy calculus, we examine three factors of WTD,namely privacy concerns, perceived benefits, and perceived privacy control, in terms of bothvertical and horizontal privacy. We develop an explanatory model and hypothesize aboutcross-contextual differences in the effects of vertical and horizontal privacy perceptions on WTD.The model and hypotheses are tested using structural equation modeling and the generalizedorder-restricted information criterion approximation on data from 1,666 internet users fromSlovenia. The results support the model, while the hypothesized cross-contextual differences arepartially supported. This study shows that the distinction between vertical and horizontal privacyis a fruitful approach for cross-contextual analyzes of WTD.

• Language: English
• Keywords: dual privacy calculus, online context, survey, vertical and horizontal privacy, willingness to disclose information
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Publication date: 01.01.2025
• Year: 2025
• Number of pages: Str.
• Numbering: Vol. , no.
• PID: 20.500.12556/RUL-169582
• UDC: 342.7:004
• ISSN on article: 1044-7318
• DOI: 10.1080/10447318.2025.2508310
• COBISS.SI-ID: 238357507
• Publication date in RUL: 05.06.2025

Record is a part of a journal

• Title: International journal of human-computer interaction
• Shortened title: Int. j. hum.-comput. interact.
• Publisher: Taylor & Francis
• ISSN: 1044-7318
• COBISS.SI-ID: 683029

Licences

• License: CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International
• Link: http://creativecommons.org/licenses/by-nc/4.0/
• Description: A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.

Secondary language

• Language: Slovenian
• Keywords: dvojni izračun zasebnosti, spletni kontekst, anketa, vertikalna in horizontalna zasebnost, pripravljenost za razkritje informacij