# Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective

> Research article (Journal of Retailing and Consumer Services, 2023) · cited 57× · AI/ML

**Wikidata**: [openalex:W4367400110](https://www.wikidata.org/wiki/openalex:W4367400110)  
**Source**: https://4ort.xyz/entity/consumers-willingness-to-disclose-their-personal-data-in-e-commerce-a-reciprocity-based-social-exchange-perspective