Managing privacy paradox through national culture: Reshaping online retailing strategy

Gajendra Liyanaarachchi

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: 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.

Keywords: Privacy paradox; Online retailing; Retailing strategy; Relationship marketing; National culture; Power distance belief (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000667

DOI: 10.1016/j.jretconser.2021.102500

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