Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator. Issue 2 (31st August 2021)

• Record Type: Journal Article
• Authors: Lin, Marta Yuan-Chen; Do, Ben-Roy; Nguyen, Tessa Tien; Cheng, Julian Ming-Sung
• Is Part Of: Journal of research in interactive marketing. Volume 16:Issue 2(2022)
• Page Start: 310
• Page End: 327
• Publication Date: 2021-08-31
• Subjects: Security -- Privacy -- Customer data management -- Retail marketing -- Technology in retailing; Interactive marketing -- Periodicals; 658.872
• DOI: 10.1108/JRIM-04-2021-0112
• Languages: English
• ISSNs: 2040-7122

Abstract

Abstract : Purpose: This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing. Design/methodology/approach: The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method. Findings: The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets. Originality/value: This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.