Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management

Kang, H; Shin, W; Tam, L

Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management

Kang, H Shin, W Tam, L

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Publication Type:: Journal Article
Citation:: Computers in Human Behavior, 2016, 56 pp. 281 - 288
Issue Date:: 2016-03-01

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Field	Value	Language
dc.contributor.author	Kang, H	en_US
dc.contributor.author	Shin, W	en_US
dc.contributor.author	Tam, L https://orcid.org/0000-0003-1116-998X	en_US
dc.date.available	2020-05-25T19:02:31Z
dc.date.issued	2016-03-01	en_US
dc.identifier.citation	Computers in Human Behavior, 2016, 56 pp. 281 - 288	en_US
dc.identifier.issn	0747-5632	en_US
dc.identifier.uri	http://hdl.handle.net/10453/102789
dc.description.abstract	© 2015 Elsevier Ltd. All rights reserved. We examine how two different underlying mechanisms of behavioral loyalty to a brand - attitudinal loyalty and habit - impact smartphone users' privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk workers (N = 73) finds different responses of attitudinal loyalty and habit towards personalization in significant three-way interactions between personalization, attitudinal loyalty, and habit on privacy disclosure and protection behaviors. When interacting with a personalized website, highly habitual consumers without high level of attitudinal loyalty disclosed the most personal information on a personalized mobile site, and displayed the least intention of protecting their privacy on their smartphones, whereas consumers with high levels of both habit and attitudinal loyalty reported the highest tendency of privacy protection behavior. However, habit and personalization do not have a significant effect on disclosure behaviors when users have high attitudinal loyalty to a brand. Theoretical and practical implications are discussed.	en_US
dc.relation.ispartof	Computers in Human Behavior	en_US
dc.relation.isbasedon	10.1016/j.chb.2015.11.013	en_US
dc.subject.classification	Education	en_US
dc.title	Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management	en_US
dc.type	Journal Article
utslib.citation.volume	56	en_US
utslib.for	0806 Information Systems	en_US
utslib.for	1701 Psychology	en_US
utslib.for	1702 Cognitive Sciences	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	open_access
pubs.publication-status	Published	en_US
pubs.volume	56	en_US

Abstract:

© 2015 Elsevier Ltd. All rights reserved. We examine how two different underlying mechanisms of behavioral loyalty to a brand - attitudinal loyalty and habit - impact smartphone users' privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk workers (N = 73) finds different responses of attitudinal loyalty and habit towards personalization in significant three-way interactions between personalization, attitudinal loyalty, and habit on privacy disclosure and protection behaviors. When interacting with a personalized website, highly habitual consumers without high level of attitudinal loyalty disclosed the most personal information on a personalized mobile site, and displayed the least intention of protecting their privacy on their smartphones, whereas consumers with high levels of both habit and attitudinal loyalty reported the highest tendency of privacy protection behavior. However, habit and personalization do not have a significant effect on disclosure behaviors when users have high attitudinal loyalty to a brand. Theoretical and practical implications are discussed.

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http://hdl.handle.net/10453/102789