Research on the influence of corporate privacy responsibility on consumer discontinuous usage behavior based on the Power-responsibility equilibrium(PRE) theory and SOR model

Abstract

Based on the Power-responsibility equilibrium (PRE) theory and SOR model, a theoretical model with consumer privacy concern and privacy empowerment as mediating variables was constructed to explore the interaction mechanism between the performance of privacy responsibility of rights holders (corporates) and consumers' discontinuous usage behavior. The empirical results show that: the corporate privacy responsibility has a significant negative impact on discontinuous usage behavior; consumer privacy concern and privacy empowerment play a mediating role in the influence path between corporate privacy responsibility and discontinuous usage behavior. In order to reduce customer churn, companies need to further assume privacy responsibility to improve consumer privacy empowerment and reduce consumer privacy concerns.