Jaeyoung Park, Woosik Shin, Beomsoo Kim, Miyea Kim
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引用次数: 0
Abstract
Purpose
This study aims to explore the spillover effects of data breaches from a consumer perspective in the e-commerce context. Specifically, we investigate how an online retailer’s data breach affects consumers’ privacy risk perceptions of competing firms, and further how it affects shopping intention for the competitors. We also examine how the privacy risk contagion effect varies depending on the characteristics of competitors and their competitive responses.
Design/methodology/approach
We conducted two scenario-based experiments with surveys. To assess the spillover effects and the moderating effects, we employed an analysis of covariance. We also performed bootstrapping-based mediation analyses using the PROCESS macro.
Findings
We find evidence for the privacy risk contagion effect and demonstrate that it negatively influences consumers’ shopping intention for a competing firm. We also find that a competitor’s cybersecurity message is effective in avoiding the privacy risk contagion effect and the competitor even benefits from it.
Originality/value
While previous studies have examined the impacts of data breaches on customer perceptions of the breached firm, our study focuses on customer perceptions of the non-breached firms. To the best of the authors’ knowledge, this study is one of the first to provide empirical evidence for the negative spillover effects of a data breach from a consumer perspective. More importantly, this study empirically demonstrates that the non-breached competitor’s competitive response is effective in preventing unintended negative spillover in the context of the data breach.
目的 本研究旨在从消费者的角度探讨电子商务中数据泄露的溢出效应。具体来说,我们将研究在线零售商的数据泄露如何影响消费者对竞争企业的隐私风险感知,以及如何进一步影响消费者对竞争对手的购物意向。我们还研究了隐私风险传染效应如何随竞争对手的特征及其竞争反应而变化。为了评估溢出效应和调节效应,我们采用了协方差分析法。我们还使用 PROCESS 宏进行了基于引导的中介分析。研究结果我们发现了隐私风险传染效应的证据,并证明它对消费者在竞争企业的购物意向有负面影响。我们还发现,竞争对手的网络安全信息能有效避免隐私风险传染效应,竞争对手甚至能从中获益。原创性/价值以往的研究考察了数据泄露对客户对被泄露企业看法的影响,而我们的研究侧重于客户对未被泄露企业的看法。据作者所知,本研究是首次从消费者角度为数据泄露的负面溢出效应提供实证证据的研究之一。更重要的是,本研究通过实证证明,在数据泄露的情况下,未被泄露的竞争对手的竞争性应对措施能有效防止意外的负面溢出效应。
期刊介绍:
This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.