Introducing new products that affect consumer privacy: A mediation model

Caroline Lancelot Miltgen, Jörg Henseler, Carsten Gelhard, Aleš Popovič

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Many innovative products can only fully deploy their value if they rely on consumers’ personal information. This issue challenges the confidence that consumers have in new innovations, and revolutionizes marketing practices. Malhotra, Kim, and Agarwal's (2004) framework provides the theoretical basis for hypotheses on the consequences of privacy concerns. An empirical study in the context of four pervasive IT innovations involving various privacy issues helps to test these hypotheses. The findings consistently show that privacy concerns have an adverse effect on consumers’ intention to accept IT innovation. However, trust and risk perceptions both mediate this relationship. By understanding the underlying mechanism, firms can alleviate the potential downsides of their products and increase the odds of their market success.

Original languageEnglish
Pages (from-to)4659-4666
Number of pages8
JournalJournal of Business Research
Volume69
Issue number10
DOIs
Publication statusPublished - 1 Oct 2016

Keywords

  • Consumer privacy concerns
  • New product adoption
  • Structural equation modeling
  • Technological innovation

Fingerprint Dive into the research topics of 'Introducing new products that affect consumer privacy: A mediation model'. Together they form a unique fingerprint.

Cite this