Consumer Privacy Concerns and Information Sharing Intention in Omnichannel Retailing: Mediating Role of Online Trust
Keywords:
Omnichannel retailing, perceptions of privacy practices, information-sharing intention, online trust, SOR framework, Vietnam.Abstract
Objective of this research is to find out the relationship between customers' perceptions of an organization's privacy information practices and their information-sharing intention in the context of omnichannel retailing. The study aimed to address the gap in research regarding privacy concerns and information sharing across integrated online and offline channels. Based on the Stimulus-Organism-Response (SOR) framework, research model of this study is proposed. The data collected from 392 omnichannel customers through an online survey and it was analyzed using Partial Least Squares Structural Equation Modeling. The results pointed out that customers' perceptions of privacy practices (collection, unauthorized secondary use, improper access, and errors) positively influence their online trust and information-sharing intention. Online trust partially mediates the relationship between specific privacy concerns and information-sharing intention. Finally, the study concludes that omnichannel retailers need to prioritize transparency, implement robust data protection measures, as well as build trust to encourage customers to share information across channels.
References
Andalibi, N., & Buss, J. (2020). The human in emotion recognition on social media: Attitudes, outcomes, risks Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems, New York, NY, United States.
Anhalt-Depies, C., Stenglein, J. L., Zuckerberg, B., Townsend, P. A., & Rissman, A. R. (2019). Tradeoffs and tools for data quality, privacy, transparency, and trust in citizen science. Biological Conservation, 238, 108195.
Bansal, G., Zahedi, F. M., & Gefen, D. (2016). Do context and personality matter? Trust and privacy concerns in disclosing private information online. Information & Management, 53(1), 1-21.
Campbell, D. (2019). A Relational Build-up Model of Consumer Intention to Self-disclose Personal Information in E-commerce B2C Relationships. AIS Transactions on Human- Computer Interaction, 11(1), 33-53.
Cheah, J.-H., Lim, X.-J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65, 102242.
Dinev, T., & Hart, P. (2006). An Extended Privacy Calculus Model for E-Commerce Transactions. Information Systems Research, 17(1), 61-80.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
Gracia, E., & Juliadi, R. (2019). The Threat of Personal Information Trading in the Online Network and Information Technology. International Journal of Multicultural and Multireligious Understanding, 6(9), 49-55.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.,Thousand Oaks, California.
Hajli, N., & Lin, X. (2014). Exploring the Security of Information Sharing on Social Networking Sites: The Role of Perceived Control of Information. Journal of Business Ethics, 133(1), 111-123.
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press,New York, NY, US.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration. Journal of Retailing, 91(2), 309-325.
Hsu, C.-L., Yu, L.-C., Tung, W.-F., & Chen, K.-W. (2024). Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction? Marketing Intelligence & Planning, 42(8), 1633-1650.
Huda, M. (2023). Trust as a key element for quality communication and information management: insights into developing safe cyber-organisational sustainability. International Journal of Organizational Analysis, 32(8), 1539-1558.
Jacoby, J. (2008). Stimulus‐Organism‐Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), 51-57.
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065.
Jai, T.-M., & King, N. J. (2016). Privacy versus reward: Do loyalty programs increase consumers' willingness to share personal information with third-party advertisers and data brokers? Journal of Retailing and Consumer Services, 28, 296-303.
Khoa, B. T. (2020). The Impact of the Personal Data Disclosure's Tradeoff on the Trust and Attitude Loyalty in Mobile Banking Services. Journal of Promotion Management, 27(4), 585-608.
Khoa, B. T., & Huynh, T. T. (2022). The Influence of Individuals' Concerns about Organization's Privacy Information Practices on Customers' Online Purchase Intentions: The Mediating Role of Online Trust. Journal of Logistics, Informatics and Service Science, 9(3), 31-44.
Khoa, B. T., & Nguyen, M. H. (2022). The Moderating Role of Anxiety in the Relationship between the Perceived Benefits, Online Trust and Personal Information Disclosure in Online Shopping. International Journal of Business and Society, 23(1), 444-460.
Kulangara, N. P., Jackson, S. A., & Prater, E. (2016). Examining the impact of socialization and information sharing and the mediating effect of trust on innovation capability. International Journal of Operations & Production Management, 36(11), 1601-1624.
Li, H., Sarathy, R., & Xu, H. (2011). The role of affect and cognition on online consumers' decision to disclose personal information to unfamiliar online vendors. Decision Support Systems, 51(3), 434-445.
Li, Y. (2011). Empirical Studies on Online Information Privacy Concerns: Literature Review and an Integrative Framework. Communications of the Association for Information Systems, 28(1), 453-496.
Li, Y., Fang, J., Yuan, S., & Cai, Z. (2023). Disentangling the relationship between omnichannel integration and customer trust: a response surface analysis. Internet Research, 34(3), 1077-1103.
Liu, F., Fang, M., Cai, L., Su, M., & Wang, X. (2021). Consumer Motivations for Adopting Omnichannel Retailing: A Safety-Driven Perspective in the Context of COVID-19. Front Public Health, 9, 708199.
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, 15(4), 336-355.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. M.I.T. Press, Cambridge, Mass., London.
Mishra, R., Singh, R. K., & Koles, B. (2020). Consumer decision‐making in omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), 147-174.
Muliadi, M., Muhammadiah, M. u., Amin, K. F., Kaharuddin, K., Junaidi, J., Pratiwi, B. I., & Fitriani, F. (2022). The information sharing among students on social media: the role of social capital and trust. VINE Journal of Information and Knowledge Management Systems, 54(4), 823-840.
Mutimukwe, C., Kolkowska, E., & Grönlund, Å. (2020). Information privacy in e-service: Effect of organizational privacy assurances on individual privacy concerns, perceptions, trust and self-disclosure behavior. Government Information Quarterly, 37(1), 101413.
Nhung, N. T. T., Nguyen, V. T.-T., Huynh, N. T. A., & Khoa, B. T. (2023). Enhancing the Customer's Information-sharing Intention Through Omnichannel Strategies. Journal of Distribution Science, 21(3), 83-92.
Norberg, P. A., Horne, D. R., & Horne, D. A. (2007). The Privacy Paradox: Personal Information Disclosure Intentions versus Behaviors. Journal of Consumer Affairs, 41(1), 100-126.
Pagani, M., Racat, M., & Hofacker, C. F. (2022). Adding Voice to the Omnichannel and How that Affects Brand Trust. Journal of Interactive Marketing, 48(1), 89-105.
Pavlou, Liang, & Xue. (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, 31(1), 105-136.
Pavlou, P. A. (2014). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
Radulescu, A. (2018). Users’ Social Trust of Sharing Data with Companies: Online Privacy Protection Behavior, Customer Perceived Value, and Continuous Usage Intention. Contemporary Readings in Law and Social Justice, 10(1), 137.
Riaz, H., Ahmed, H., & Jibril, A. B. (2024). Reassessing customer trust and privacy concerns in omnichannel customer experience. Cogent Business & Management, 11(1), 2410405.
Sandhu, R. K., Vasconcelos-Gomes, J., Thomas, M. A., & Oliveira, T. (2023). Unfolding the popularity of video conferencing apps – A privacy calculus perspective. International Journal of Information Management, 68, 102569.
Senali, M. G., Iranmanesh, M., Ghobakhloo, M., Foroughi, B., Asadi, S., & Rejeb, A. (2024). Determinants of trust and purchase intention in social commerce: Perceived price fairness and trust disposition as moderators. Electronic Commerce Research and Applications, 64, 101370.
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.
Smith, H.J., Dinev, T., & Xu, H., (2011). Information Privacy Research: An Interdisciplinary Review. MIS Quarterly, 35(4), 989-1016.
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information Privacy: Measuring Individuals' Concerns about Organizational Practices. MIS Quarterly, 20(2), 167-196.
Szozda, N. (2023). Omnichannel as a driver of digitalization: evidence from the emerging market in the fashion industry. Journal of Fashion Marketing and Management: An International Journal, 27(5), 905-923.
Tseng, H.-T. (2022). Shaping path of trust: the role of information credibility, social support, information sharing and perceived privacy risk in social commerce. Information Technology & People, 36(2), 683-700.
Tyrväinen, O., Karjaluoto, H., & Saarijärvi, H. (2020). Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail. Journal of Retailing and Consumer Services, 57, 102233.
Vinoth, S., & Srivastava, N. (2024). Unveiling the Power of Omni-channel Retail Strategies. In Augmenting Retail Reality, Part B: Blockchain, AR, VR, and AI (pp. 85-112). Emerald Publishing Limited.
Wiencierz, C., & Lünich, M. (2020). Trust in open data applications through transparency.
New Media & Society, 24(8), 1751-1770.
Wiese, M. (2024). Omni-channel shopping experiences–to share or not to share? Cogent Business & Management, 11(1), 2330664.
Yang, Q., Al Mamun, A., Hayat, N., Jingzu, G., Hoque, M. E., & Salameh, A. A. (2022). Modeling the Intention and Adoption of Wearable Fitness Devices: A Study Using SEM- PLS Analysis. Front Public Health, 10, 918989.
Zhang, Y., & Deng, B. (2024). Exploring the nexus of smart technologies and sustainable ecotourism: A systematic review. Heliyon, 10(11), e31996.
