The Effect of Privacy Concerns on Consumer Resistance
The COVID-19 pandemic recently provided a boost to the importance of digital technologies. As these technologies need data to function, active debate regarding privacy concerns has intensified, and consumers’ privacy concerns have grown in recent years. As existing literature on the influence of consumers’ privacy concerns on consumer resistance is scarce, this study aims to explore this relationship. The risk barrier, as part of the Innovation Resistance Theory, is used as a framework to explore how consumers’ privacy concerns might impact resistance. This qualitative study is conducted in the context of the e-grocery sector in the Netherlands. The findings indicate that consumers’ general privacy perceptions, consisting of the awareness of recent privacy events that occurred and negative perceptions concerning the implemented rules and regulations related to privacy, seem to result in consumers’ privacy concerns triggering various perceived risks. Also, consumers’ personal privacy perceptions, including the perceived sensitivity of the information to be disclosed as well as negative privacy-related events consumers have experienced themselves, seem to cause consumers’ privacy concerns to trigger various perceived risks. Subsequently, these perceived risks seem to impact consumers’ decisions to resist e-grocery. A direct influence of consumers’ privacy concerns on resistance also seems to be present.
Faculteit der Managementwetenschappen