TY - JOUR
T1 - Introducing new products that affect consumer privacy
T2 - A mediation model
AU - Miltgen, Caroline Lancelot
AU - Henseler, Jörg
AU - Gelhard, Carsten
AU - Popovič, Aleš
PY - 2016/10/1
Y1 - 2016/10/1
N2 - 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.
AB - 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.
KW - Consumer privacy concerns
KW - New product adoption
KW - Structural equation modeling
KW - Technological innovation
UR - http://www.scopus.com/inward/record.url?scp=84964679053&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2016.04.015
DO - 10.1016/j.jbusres.2016.04.015
M3 - Article
AN - SCOPUS:84964679053
VL - 69
SP - 4659
EP - 4666
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 10
ER -