The Influence of Consumer Self-Disclosure on Web Sites on Advertising Response
Seunghee ImJeonju University
Doo-Hee LeeKorea University
Charles R. Taylor and Catherine D'OrazioVillanova University
In conjunction with the advent of a paradigm emphasizing relationship marketing, a recent line of marketing research applies self-disclosure theories (Andrade, Kaltcheva, and Weitz 2002; Jacobs, Hyman, and McQuitty 2001; Moon 2000, 2003; White 2004), with the basic assumption that consumers are reluctant to disclose personal information about themselves because of privacy issues. Thus, examinations of the antecedents of self-disclosure have been the primary focus of these studies, with...