Applying means–end chain theory to online buying and understanding consumers’ motivation to disclose private information

Berisha, Brikena (avtor), Konečnik Ruzzier, Maja (avtor)

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.

• Jezik: Angleški jezik
• Ključne besede: means–end chain, online shopping, private information, motivation
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2026
• Št. strani: Str. 59-72
• Številčenje: Vol. 28, iss. 1, article no. 4
• PID: 20.500.12556/RUL-180869
• UDK: 339.138
• ISSN pri članku: 2335-4216
• DOI: 10.15458/2335-4216.1368
• COBISS.SI-ID: 270225155
• Datum objave v RUL: 18.03.2026

Gradivo je del revije

• Naslov: Economic and business review
• Založnik: Ekonomska fakulteta
• ISSN: 2335-4216
• COBISS.SI-ID: 268649216

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: trženje, spletna trgovina, vedenje potrošnikov, prenos informacij, motiviranje