Managing privacy paradox through national culture: Reshaping online retailing strategy
Author(s)
Liyanaarachchi, Gajendra
Griffith University Author(s)
Year published
2021
Metadata
Show full item recordAbstract
Data privacy is a threat to the future of e-commerce. Consumers face a dilemma in balancing the risks and benefits associated with online privacy, leading to a phenomenon termed the privacy paradox. The study interviewed 30 Millennials representing 13 countries using a grounded theory approach to explore the influence of national culture on the information disclosure attitude in the context of online retailing. The study presents a novel framework, Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture, enabling retailers to segment the customers and design a tailored approach to create ...
View more >Data privacy is a threat to the future of e-commerce. Consumers face a dilemma in balancing the risks and benefits associated with online privacy, leading to a phenomenon termed the privacy paradox. The study interviewed 30 Millennials representing 13 countries using a grounded theory approach to explore the influence of national culture on the information disclosure attitude in the context of online retailing. The study presents a novel framework, Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture, enabling retailers to segment the customers and design a tailored approach to create a competitive advantage.
View less >
View more >Data privacy is a threat to the future of e-commerce. Consumers face a dilemma in balancing the risks and benefits associated with online privacy, leading to a phenomenon termed the privacy paradox. The study interviewed 30 Millennials representing 13 countries using a grounded theory approach to explore the influence of national culture on the information disclosure attitude in the context of online retailing. The study presents a novel framework, Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture, enabling retailers to segment the customers and design a tailored approach to create a competitive advantage.
View less >
Journal Title
Journal of Retailing and Consumer Services
Volume
60
Subject
Marketing