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Keywords = customer boycott intention

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13 pages, 538 KB  
Article
When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China
by Rong Liu, Jiawei Yang and Jifei Wu
Int. J. Environ. Res. Public Health 2022, 19(8), 4831; https://doi.org/10.3390/ijerph19084831 - 15 Apr 2022
Cited by 4 | Viewed by 3898
Abstract
The objective of this study was to explore the impact of a perceived privacy breach by pharmaceutical e-retailers on customer boycott intention, especially the mediating role of emotional violation and the moderating effect of customer previous trust. Data were collected via a questionnaire [...] Read more.
The objective of this study was to explore the impact of a perceived privacy breach by pharmaceutical e-retailers on customer boycott intention, especially the mediating role of emotional violation and the moderating effect of customer previous trust. Data were collected via a questionnaire survey of 335 customers of pharmaceutical e-retailers from China. Our research results showed that a perceived privacy breach by a pharmaceutical e-retailer had no direct effect on customer boycott intention; a perceived privacy breach positively affected emotional violation; emotional violation led to customer boycott intention; emotional violation played a mediating role in the relationship between a perceived privacy breach and customer boycott intention; and customer previous trust positively moderated the mediating effect of emotional violation. Full article
(This article belongs to the Special Issue Consumer Wellbeing and Digitalization: Challenges and Opportunities)
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