01360nas a2200133   4500008004100000245015600041210006900197260000900266520075100275653001701026100002901043700001601072856013801088       2015                        eng d00aPrivacy versus Reward: Do Loyalty Programs Increase Consumers' Willingness to Share Personal Information with Third-party Advertisers and Data Brokers?0 aPrivacy versus Reward Do Loyalty Programs Increase Consumers Wil  c20153 aEmpirical study shows U.S. online shoppers significantly identify third-party advertisers and data brokers as separate agents and display different attitudes toward sharing their PI in the context of online retailing. Applying Westins’ Privacy Segmentation Index, the results showed that enrollment in multiple loyalty programs significantly predicts Privacy Pragmatic shoppers' willingness to share personal information, while consumer commitment significantly increases both the Privacy Unconcerned and Pragmatist groups’ willingness to share. Conversely, this is not the case for Privacy Fundamentalists. Age and gender also played important roles in predicting consumers’ willingness to share their PI with advertisers and data brokers.10aBusiness Law1 aJai, Tun-Min, (Catherine1 aKing, Nancy  uhttps://dev.business.oregonstate.edu/biblio/privacy-versus-reward-do-loyalty-programs-increase-consumers-willingness-share-personal-0