A digital foot-in-the-door: Increasing information disclosure and conversion

Naama Ilany-Tzur, Lior Fink

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Drawing on foot-in-the-door theory, we identify two structural mechanisms in sign-up procedures that are hypothesized to increase the willingness of online service users to disclose private information (information disclosure) and to become active users (conversion). The two mechanisms are presenting information items in an ascending privacy-intrusion order (vs. a non-ascending order) and on multiple pages (vs. a single page), both applying the reasoning of gradualism advocated by foot-in-the-door theory. To test these hypothesized effects, as well as the moderating effects of the device being used (mobile vs. PC), we perform two digital experiments. The results of the first experiment-a field experiment conducted in collaboration with an international FinTech startup company that provides digital banking services-provide support for our hypotheses about the positive effects of the two foot-in-the-door mechanisms on information disclosure and conversion, as well as partial support for the effects of the device.

Original languageEnglish
Title of host publicationInternational Conference on Information Systems, ICIS 2020 - Making Digital Inclusive
Subtitle of host publicationBlending the Local and the Global
PublisherAssociation for Information Systems
ISBN (Electronic)9781733632553
StatePublished - 1 Jan 2020
Event2020 International Conference on Information Systems - Making Digital Inclusive: Blending the Local and the Global, ICIS 2020 - Virtual, Online, India
Duration: 13 Dec 202016 Dec 2020

Publication series

NameInternational Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global

Conference

Conference2020 International Conference on Information Systems - Making Digital Inclusive: Blending the Local and the Global, ICIS 2020
Country/TerritoryIndia
CityVirtual, Online
Period13/12/2016/12/20

Keywords

  • Conversion
  • Device
  • Digital experiment
  • Information disclosure
  • User behavior

ASJC Scopus subject areas

  • Computer Science Applications
  • Statistics, Probability and Uncertainty
  • Library and Information Sciences
  • Applied Mathematics

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