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Applying Means–End Chain Theory to Online Buying and Understanding Consumers' Motivation to Disclose Private Information

Brikena Berisha & Maja Konečnik Ruzzier

Economic and Business Review2026https://doi.org/10.15458/2335-4216.1368article
AJG 1ABDC C
Weight
0.50

What the paper says

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.

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https://doi.org/https://doi.org/10.15458/2335-4216.1368

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@article{brikena2026,
  title        = {{Applying Means–End Chain Theory to Online Buying and Understanding Consumers' Motivation to Disclose Private Information}},
  author       = {Brikena Berisha & Maja Konečnik Ruzzier},
  journal      = {Economic and Business Review},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.15458/2335-4216.1368},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.