When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China

Rong Liu, Jiawei Yang and Jifei Wu
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Rong Liu: School of Economics & Management, Nanchang University, Nanchang 330031, China
Jiawei Yang: School of Economics & Management, Nanchang University, Nanchang 330031, China
Jifei Wu: School of Marxism, Sun Yat-Sen University, No. 135, Xingang Xi Road, Guangzhou 510275, China

IJERPH, 2022, vol. 19, issue 8, 1-13

Abstract: The objective of this study was to explore the impact of a perceived privacy breach by pharmaceutical e-retailers on customer boycott intention, especially the mediating role of emotional violation and the moderating effect of customer previous trust. Data were collected via a questionnaire survey of 335 customers of pharmaceutical e-retailers from China. Our research results showed that a perceived privacy breach by a pharmaceutical e-retailer had no direct effect on customer boycott intention; a perceived privacy breach positively affected emotional violation; emotional violation led to customer boycott intention; emotional violation played a mediating role in the relationship between a perceived privacy breach and customer boycott intention; and customer previous trust positively moderated the mediating effect of emotional violation.

Keywords: perceived privacy breach; psychological contract violation; customer boycott intention; customer previous trust; pharmaceutical e-retailers (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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