Customers’ Willingness to Disclose Personal Information throughout the Customer Purchase Journey in Retailing: The Role of Perceived Warmth

Gaetano Aiello, Raffaele Donvito, Diletta Acuti, Laura Grazzini, Valentina Mazzoli, Virginia Vannucci and Giampaolo Viglia

Journal of Retailing, 2020, vol. 96, issue 4, 490-506

Abstract: Consumers show increasing levels of concern regarding disclosing information to companies, as retailers’ access to their personal information heightens their feelings of vulnerability. Although customers’ personal information is crucial for targeting actual and potential customers, the extant discussion regarding the determinants of customers’ willingness to disclose personal information is limited. Drawing upon social judgment theory, this study investigates how consumers experience different levels of perceived warmth, which alleviates privacy concerns and, in turn, affects their willingness to disclose personal information during different stages of the online customer purchase journey.

Keywords: Customer purchase journey; Perceived warmth; Privacy concerns; Willingness to disclose; Mixed-method; Field experiment (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (22)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:96:y:2020:i:4:p:490-506

DOI: 10.1016/j.jretai.2020.07.001

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