Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator

Marta Yuan Chen Lin, Ben Roy Do, Tessa Tien Nguyen, Julian Ming Sung Cheng

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing. Design/methodology/approach: The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method. Findings: The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets. Originality/value: This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.

Original languageEnglish
JournalJournal of Research in Interactive Marketing
DOIs
StateAccepted/In press - 2021

Keywords

  • Customer data management
  • Privacy
  • Retail marketing
  • Security
  • Technology in retailing

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