Please use this identifier to cite or link to this item: https://doi.org/10.1023/B:MARK.0000012471.31858.e5
Title: A model integrating the multidimensional developmental theory of privacy and theory of planned behavior to examine fabrication of information online
Authors: Lwin, M.O. 
Williams, J.D.
Keywords: Fabrication
Internet ethics
Online behavior
Personal information privacy
Issue Date: 2003
Citation: Lwin, M.O., Williams, J.D. (2003). A model integrating the multidimensional developmental theory of privacy and theory of planned behavior to examine fabrication of information online. Marketing Letters 14 (4) : 257-272. ScholarBank@NUS Repository. https://doi.org/10.1023/B:MARK.0000012471.31858.e5
Abstract: We investigate the antecedents behind online consumers' attempt to disguise their identities through fabrication. We first develop a general conceptual model that draws on two extant theoretical frameworks: (1) Laufer and Wolfe's Multidimensional Approach to Privacy, and (2) Ajzen's Theory of Planned Behavior (TPB) with Perceived Moral Obligation. Next we conduct an empirical study using SEM to test the portion of the conceptual model based on the TPB framework. Results demonstrate that Attitudes, Perceived Behavioral Control, and Perceived Moral Obligation are significant drivers of fabrication, while Subjective Norms are not. Anonymity, one of the unique characteristics of the Internet compared to in-store environments, likely contributed to the intention to fabricate information. In the concluding section we discuss the implications of our empirical results, industry self-regulation and public policy considerations, and how future research can draw upon the conceptual Laufer and Wolfe framework, particularly the "calculus of behavior" construct, to further enrich our understanding of fabrication behavior on the Internet.
Source Title: Marketing Letters
URI: http://scholarbank.nus.edu.sg/handle/10635/43854
ISSN: 09230645
DOI: 10.1023/B:MARK.0000012471.31858.e5
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