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Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure

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  • Rodríguez-Priego, Nuria
  • Porcu, Lucia
  • Prados Peña, María Belén
  • Crespo Almendros, Esmeralda

Abstract

The COVID-19 pandemic has been a chance and a boost for those retailers that develop their online profile. This new context can raise privacy issues on the consumer side. For this reason, here we explore the determinants of online self-disclosure, and its relationship with customer care. We collected the data through an online survey (n = 426) and tested a variance-based structural equations model. The findings unriddle the role of perceived customer care as an antecedent of both perceived control and trust, the latter emerging as a key mediator of the impact of both perceived customer care and privacy concern on self-disclosure. Moreover, in line with previous studies, perceived control was found to be positively related with trust, and negatively with privacy concerns. According to the findings, we draw several managerial implications and suggest future research paths.

Suggested Citation

  • Rodríguez-Priego, Nuria & Porcu, Lucia & Prados Peña, María Belén & Crespo Almendros, Esmeralda, 2023. "Perceived customer care and privacy protection behavior: The mediating role of trust in self-disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    • Handle: RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000310
    DOI: 10.1016/j.jretconser.2023.103284
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    3. Urbonavicius, Sigitas, 2023. "Relative power of online buyers in regard to a store: How it encourages them to disclose their personal data?," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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