IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v13y2021i1p26.html
   My bibliography  Save this article

Data-Privacy Concerns and Its Influence on Consumer Purchasing Intention in Bangladesh and India

Author

Listed:
  • Sharjana Alam Shaily

Abstract

The research studies the factors of customers’ awareness of their online behavior. This paper aims to highlight the gaps in customer awareness and views regarding data privacy, marketing research, and factors that impact the purchasing intentions in developing nations like India and Bangladesh. Previously it can be seen that there has been much research done in this area, but mostly those were for developed nations. However, in developing nations, like Bangladesh and India, which are outstanding and growing markets for online marketers, the concept of data privacy is not observed meticulously. Descriptive, relational, and quantitative research methodologies were applied for the study. Inferential statistics via SPSS were used to accomplish the purpose of the research. The target population was infinite, and the sampling frame was focused on Bangladesh and India’s internet users. 440 respondents were approached, and the received response rate was close to 81%, 354 responses. Unlike this study, commonly explorative and qualitative research methodologies were considered for similar research before. The research outcomes demonstrate that consumers in Bangladesh and India are mindful of data privacy, and the result of this research supports the current literature. The outcomes showed a significant positive relationship between the consumers’ view of how online platforms of companies handle their data with their buying intentions. Nevertheless, in these recommended relationships from the framework, customer commitment’s moderating influence plays a significant role in forming buying intention. The research is particularly important for marketing professionals to understand customers’ expectations from the companies regarding customize marketing. This research envisioned to cause some influence the literature and executive implications with development of a new research framework, adjusting new variables, and hypotheses, which were solely based on keeping in mind, the customers of Bangladesh and India.

Suggested Citation

  • Sharjana Alam Shaily, 2021. "Data-Privacy Concerns and Its Influence on Consumer Purchasing Intention in Bangladesh and India," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 13(1), pages 1-26, February.
    • Handle: RePEc:ibn:ijmsjn:v:13:y:2021:i:1:p:26
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/download/0/0/44664/47182
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijms/article/view/0/44664
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    2. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    3. Magali Jara & Dany Vyt & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2018. "Measuring customers benefits of click and collect," Post-Print halshs-01806403, HAL.
    4. Robert W. Palmatier & Mark B. Houston & John Hulland, 2018. "Review articles: purpose, process, and structure," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 1-5, January.
    5. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    6. Naresh K. Malhotra & Sung S. Kim & James Agarwal, 2004. "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model," Information Systems Research, INFORMS, vol. 15(4), pages 336-355, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sharjana Alam Shaily & Nazmun Nahar Emma, 2021. "Integration of Artificial Intelligence Marketing to Get Brand Recognition for Social Business," International Review of Management and Marketing, Econjournals, vol. 11(4), pages 29-37.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Okazaki, Shintaro & Eisend, Martin & Plangger, Kirk & de Ruyter, Ko & Grewal, Dhruv, 2020. "Understanding the Strategic Consequences of Customer Privacy Concerns: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 96(4), pages 458-473.
    2. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    3. Grosso, Monica & Castaldo, Sandro & Li, Hua (Ariel) & Larivière, Bart, 2020. "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, Elsevier, vol. 96(4), pages 524-547.
    4. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    5. H. Li & A. Nill, 2020. "Online Behavioral Targeting: Are Knowledgeable Consumers Willing to Sell Their Privacy?," Journal of Consumer Policy, Springer, vol. 43(4), pages 723-745, December.
    6. Chen, Qi & Feng, Yuqiang & Liu, Luning & Tian, Xianyun, 2019. "Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects," International Journal of Information Management, Elsevier, vol. 44(C), pages 53-64.
    7. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    8. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    9. White, Gareth R.T. & Samuel, Anthony, 2019. "Programmatic Advertising: Forewarning and avoiding hype-cycle failure," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 157-168.
    10. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    11. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    12. Fast, Victoria & Sachs, Nikolai & Schnurr, Daniel, 2021. "Privacy Decision-Making in Digital Markets: Eliciting Individuals' Preferences for Transparency," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238020, International Telecommunications Society (ITS).
    13. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.
    14. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Roggeveen, Anne L. & Rosengren, Sara, 2022. "From customer experience to human experience: Uses of systematized and non-systematized knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Palos-Sanchez, Pedro & Saura, Jose Ramon & Martin-Velicia, Felix, 2019. "A study of the effects of programmatic advertising on users' concerns about privacy overtime," Journal of Business Research, Elsevier, vol. 96(C), pages 61-72.
    17. Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    18. Katharina Baum & Olga Abramova & Stefan Meißner & Hanna Krasnova, 2023. "The effects of targeted political advertising on user privacy concerns and digital product acceptance: A preference-based approach," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-17, December.
    19. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    20. Markos, Ereni & Labrecque, Lauren I. & Milne, George R., 2018. "A New Information Lens: The Self-concept and Exchange Context as a Means to Understand Information Sensitivity of Anonymous and Personal Identifying Information," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 46-62.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijmsjn:v:13:y:2021:i:1:p:26. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.