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Privacy enhancing factors and consumer concerns: the moderating effects of the General Data Protection Regulation

Privacy enhancing factors and consumer concerns: the moderating effects of the General Data Protection Regulation
Privacy enhancing factors and consumer concerns: the moderating effects of the General Data Protection Regulation
Privacy is a fundamental right, with humans often wanting to keep information about themselves private. Technological advancements are challenging this right, however, by reducing our control and creating enhanced privacy risks. The General Data Protection Regulation (GDPR) is a law introduced to protect this right. The aim of this paper is to analyze how privacy enhancing factors can influence consumer privacy concerns and whether these have been affected by consumer belief relating to the GDPR. Specifically, we examine the influence of four privacy enhancing factors (i.e., organizational trust, perceived personalization value, perceived consumer control, and data transparency), which mostly have personality or attitude-like traits, and the GDPR as a moderating variable. Data were collected from 1154 respondents residing in European Union (EU) countries. Results reveal that personalization value has a significant negative relationship with privacy concerns, while consumer control shares a significant positive relationship with privacy concerns. Organizational trust and data transparency did not have a significant effect on privacy concerns. The relationship between the privacy enhancing factors and privacy concerns was not moderated by consumer belief of the GDPR protections. Implications and recommendations are provided to indicate which privacy enhancing factors should be chosen to reduce privacy concerns and to highlight the role of GDPR in moderating these relationships. Ultimately, the findings provide useful insights for firms operating online in Europe and marketers who are aiming to reduce the privacy concerns of their customers.
1045-3172
Evans, Richard
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Hajli, Nick
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Nisar, Tahir
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Evans, Richard
bf155bdd-3a06-4ca0-9ceb-bf442fb90f21
Hajli, Nick
d6731dcb-bc14-4902-b593-bf27fb5465d2
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6

Evans, Richard, Hajli, Nick and Nisar, Tahir (2022) Privacy enhancing factors and consumer concerns: the moderating effects of the General Data Protection Regulation. British Journal of Management. (In Press)

Record type: Article

Abstract

Privacy is a fundamental right, with humans often wanting to keep information about themselves private. Technological advancements are challenging this right, however, by reducing our control and creating enhanced privacy risks. The General Data Protection Regulation (GDPR) is a law introduced to protect this right. The aim of this paper is to analyze how privacy enhancing factors can influence consumer privacy concerns and whether these have been affected by consumer belief relating to the GDPR. Specifically, we examine the influence of four privacy enhancing factors (i.e., organizational trust, perceived personalization value, perceived consumer control, and data transparency), which mostly have personality or attitude-like traits, and the GDPR as a moderating variable. Data were collected from 1154 respondents residing in European Union (EU) countries. Results reveal that personalization value has a significant negative relationship with privacy concerns, while consumer control shares a significant positive relationship with privacy concerns. Organizational trust and data transparency did not have a significant effect on privacy concerns. The relationship between the privacy enhancing factors and privacy concerns was not moderated by consumer belief of the GDPR protections. Implications and recommendations are provided to indicate which privacy enhancing factors should be chosen to reduce privacy concerns and to highlight the role of GDPR in moderating these relationships. Ultimately, the findings provide useful insights for firms operating online in Europe and marketers who are aiming to reduce the privacy concerns of their customers.

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PaperPrivacy3R(1)
Restricted to Repository staff only until 11 October 2024.
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More information

Accepted/In Press date: 11 October 2022

Identifiers

Local EPrints ID: 470977
URI: http://eprints.soton.ac.uk/id/eprint/470977
ISSN: 1045-3172
PURE UUID: 30819cdb-423d-43de-ab35-90a47926afba
ORCID for Tahir Nisar: ORCID iD orcid.org/0000-0003-2240-5327

Catalogue record

Date deposited: 21 Oct 2022 16:41
Last modified: 22 Oct 2022 01:36

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Contributors

Author: Richard Evans
Author: Nick Hajli
Author: Tahir Nisar ORCID iD

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