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Radni materijali EIZ-a, No.2 Travanj 2017.


The Effect of Personality Traits on Online Privacy Concern

Bruno Škrinjarić ; The Institute of Economics, Zagreb
Jelena Budak   ORCID icon ; The Institute of Economics, Zagreb
Mateo Žokalj

Puni tekst: engleski, pdf (230 KB) str. 5-29 preuzimanja: 63* citiraj
Škrinjarić, B., Budak, J., Žokalj, M. (2017). The Effect of Personality Traits on Online Privacy Concern. Radni materijali EIZ-a, (2), 5-29. Preuzeto s

This paper examines personality traits as antecedents of online privacy concern. The aim of the research is to analyze if and how personal characteristics of Internet users affect their concern for privacy. The theoretical framework consisting of the Big Five theory of personality traits has been used to test the variations in online privacy concern. The model includes a range of other variables that might affect online privacy concern, such as sociodemographic factors, cultural values and computer literacy. The empirical analysis is based on survey data collected in 2016 on a large sample of 2,060 Internet users in Croatia. Results of both OLS and ordered probit estimations show that two personality trait dimensions, namely extraversion and neuroticism, significantly determine the level of online privacy concern. The more extraverted, i.e., more energetic and outgoing Internet user is less concerned about his/her online privacy, whilst the more neurotic one is more concerned. Privacy awareness, computer anxiety and previous (negative) experience were also observed as antecedents, all positively affecting the level of privacy concern of Internet users. The results of this research fill the gap in the underexplored area of personality traits and online privacy concern literature.

Ključne riječi
privacy concern; Internet; personality traits; survey

Hrčak ID: 179933



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