2022

Nyrhinen, Jussi; Kemppainen, Tiina; Grénman, Miia; Frank, Lauri; Makkonen, Markus; Wilska, Terhi-Anna

This paper examines how a positive online customer experience (OCE) can lead customers to consent retailers to collect their personal data and to receive personalized services in exchange. The paper addresses a gap in literature by acknowledging the customer’s perspective while most of the prior literature has overemphasized the benefits of customer data for the firm. The aim of this paper is to provide a literature review to inform understanding of the antecedents and consequences of the willingness to share information (WSI). The paper offers four important contributions for both academics and practitioners. First, it adds to understanding of the importance of OCE and WSI for customer loyalty in e-commerce. Second, the paper examines the e-store antecedents of WSI by drawing on existing literature. Third, it proposes the potential consequences of WSI and constructs a conceptual framework for future testing. Finally, the paper proposes managerial implications.