Privacy threats with retail technologies: A consumer perspective

Gabriele Pizzi and Daniele Scarpi

Journal of Retailing and Consumer Services, 2020, vol. 56, issue C

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.

Keywords: Consumers' privacy concerns; Sequential mediation; Beacons; Facial recognition; Smart mirrors; Automatic checkout (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919314614

DOI: 10.1016/j.jretconser.2020.102160

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