{"title":"Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries","authors":"Kunal Swani, George R. Milne","doi":"10.1177/10949968221087265","DOIUrl":null,"url":null,"abstract":"Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize, develop, and measure the meeting privacy expectations (MPE) scale. Six studies show the reliability and stability of the 12-item MPE scale in depicting the three subdimensions and in meeting reliability and validity criteria. The results indicate that the MPE scale is not only distinct from previously established privacy scales but also a better predictor of behavioral intentions. Moreover, the scale is invariant across different cultures and influences cognitive trust and emotional violation. The authors find that meeting privacy expectations vary in their levels and outcomes cross-culturally. Marketers can use the MPE scale to globally track, assess, manage, and plan for meeting the changing consumer privacy expectations. The MPE scale is a good candidate to address the rising public policy issues related to privacy.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968221087265","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize, develop, and measure the meeting privacy expectations (MPE) scale. Six studies show the reliability and stability of the 12-item MPE scale in depicting the three subdimensions and in meeting reliability and validity criteria. The results indicate that the MPE scale is not only distinct from previously established privacy scales but also a better predictor of behavioral intentions. Moreover, the scale is invariant across different cultures and influences cognitive trust and emotional violation. The authors find that meeting privacy expectations vary in their levels and outcomes cross-culturally. Marketers can use the MPE scale to globally track, assess, manage, and plan for meeting the changing consumer privacy expectations. The MPE scale is a good candidate to address the rising public policy issues related to privacy.
期刊介绍:
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.