User Behaviors, User Engagement, and Consequences
Paper Type
short
Paper Number
1566
Description
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.
Recommended Citation
Ilany-Tzur, Naama and Fink, Lior, "A Digital Foot-in-the-Door: Increasing Information Disclosure and Conversion" (2020). ICIS 2020 Proceedings. 5.
https://aisel.aisnet.org/icis2020/user_behaviors/user_behaviors/5
A Digital Foot-in-the-Door: Increasing Information Disclosure and Conversion
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.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.