Honors Theses and Capstones

Date of Award

Spring 2018

Project Type

Senior Honors Thesis

College or School



Decision Sciences

Program or Major

Information Systems and Business Analytics

Degree Name

Bachelor of Science

First Advisor

Khole Gwebu


This study investigates the extent to which individuals are willing to share their sensitive personal information with companies. The study examines whether skepticism can influence willingness to share information. Additionally, it seeks to determine whether transparency can moderate the relationship between skepticism and willingness to share and whether 1) companies perceived motives, 2) individual’s prior privacy violations, 3) individuals’ propensity to take risks, and 4) individuals self-efficacy act as antecedents of skepticism. Partial Least Squares (PLS) regression is used to examine the relationships between all the factors. The findings indicate that skepticism does have a negative impact on willingness to share personal information and that transparency can reduce skepticism