Privacy threats with retail technologies: A consumer perspective |
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Affiliation: | 2. Gordon Institute of Business Science, University of Pretoria, Pretoria, South Africa;1. Department of Management, University of Bologna, Via Capo di Lucca, 34, 40126 Bologna, Italy;2. Department of Management, University of Bologna, Via Capo di Lucca, 34, 40126 Bologna, Italy;3. Department of Management, University of Bologna, Via Capo di Lucca, 34, 40126 Bologna, Italy;4. Department of Economics and Management, University of Florence, Via delle Pandette, 9, 50127 Firenze, Italy |
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Abstract: | This paper focuses on new retail technologies that acquire information from consumers, advancing that such devices represent privacy management concerns. Specifically, we propose that privacy perceptions in a retail environment are driven by retailer- and technology-related factors as well as consumers' personality traits. By running a moderated serial mediation analysis, we address the technologies' fairness and hedonism as antecedents of consumer privacy perceptions, technology acceptance and perceived value, and account for consumers' trust in the retailer. We find that privacy perceptions are directly affected by distributive fairness, while the technology's hedonism affects acceptance. Further, the effects extend to patronage intention and word-of-mouth. |
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Keywords: | Consumers' privacy concerns Sequential mediation Beacons Facial recognition Smart mirrors Automatic checkout |
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