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From trait to state: understanding privacy concerns

机译:从特质到状态:了解隐私问题

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Purpose - The purpose of this paper is to advance our understanding of how information privacy concerns are derived from the combination effects of individual traits, compound traits, situational traits and surface traits that ultimately influence the consumer's attitude toward data collection programs. The study investigates a hierarchical model of individual traits, information privacy orientation and consumer privacy concerns. Design/methodology/approach - The empirical research utilizes structural equation modeling to analyze the responses from 964 respondents. Findings - The results suggest that consumer attitudes toward data collection programs associated with personal shopping information (e.g. retail loyalty card programs) are determined through a hierarchical model of personal traits and contextual-dependent variables. Specifically, the authors find that the compound traits of risk orientation and need for cognition influence the situational trait of information privacy orientation which leads to the surface trait of consumer privacy concern and ultimately attitude toward the information collection program. Practical implications - The results suggest several means to increase participation in data collection programs. Although high need for cognition and high risk orientation cannot be changed, communication plans can provide guarantees that mitigate perceived risk associated with sharing personal information and highlight the information value to the individual's sharing of information. Originality/value - While previous research focuses on either the internal traits or external traits, this research contributes to the current literature by offering insights into how privacy evolves from more abstract personality traits to more situational-specific behavioral tendencies, which then influence attitudes and behavior.
机译:目的-本文的目的是加深我们对如何从最终影响消费者对数据收集计划态度的个人特征,复合特征,情况特征和表面特征的组合效应中得出信息隐私问题的理解。该研究调查了个人特征,信息隐私导向和消费者隐私问题的分层模型。设计/方法/方法-实证研究利用结构方程模型分析了964位受访者的回答。发现-结果表明,消费者对与个人购物信息相关的数据收集程序(例如零售会员卡程序)的态度是通过个人特征和上下文相关变量的层次模型确定的。特别是,作者发现,风险取向和认知需求的复合特征影响着信息隐私取向的情境特征,这导致了消费者隐私关注的表面特征,并最终导致了对信息收集程序的态度。实际意义-结果表明了增加参与数据收集计划的几种方法。尽管对认知的高度需求和高风险导向无法改变,但是沟通计划可以提供保证,以减轻与共享个人信息相关的感知风险,并突出信息价值对个人信息共享的影响。原创性/价值-尽管先前的研究着重于内部特征或外部特征,但该研究通过提供洞察力来揭示隐私如何从更抽象的人格特征演变为更多特定于情境的行为倾向,从而影响态度和行为,从而为当前文献做出了贡献。

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