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Privacy Signals: Exploring the Relationship between Cookies and Online Purchase Intention

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  • Ana Paula Merenda Richarde
  • Paulo Henrique Muller Prado
  • Jorge Brantes Ferreira

Abstract

Objective: This study examined the role of transparency in opt-in marketing strategies, assessing the influence of cookie acceptance and consumer perception of risks and benefits on online purchasing intention. Theoretical approach: Previous studies have shown that consumers are concerned about privacy but feel uncertain about the consequences of their online behaviors. Drawing upon signaling theory applied to consumer behavior, we analyzed the influence of privacy signals on purchasing intention. Method: We employed a quantitative methodology comprising a descriptive study and four experimental studies. Results: Cookie acceptance positively affects purchasing intention only when consumers accept cookie collection and have a need for the product, resulting in a greater perception of benefits. Risks do not exhibit significance in this process. However, providing more information on data collection proves advantageous as it increases purchasing intention, even for those who do not accept cookies. Conclusions: We contribute to signaling theory by demonstrating that the product need is a determining factor for cookie acceptance. Furthermore, both notice and choice options are insufficient in protecting consumer privacy in online purchases.

Suggested Citation

  • Ana Paula Merenda Richarde & Paulo Henrique Muller Prado & Jorge Brantes Ferreira, 2023. "Privacy Signals: Exploring the Relationship between Cookies and Online Purchase Intention," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 220311-2203.
    • Handle: RePEc:abg:anprac:v:27:y:2023:i:4:1591
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    References listed on IDEAS

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    1. Tamara Dinev & Heng Xu & Jeff H Smith & Paul Hart, 2013. "Information privacy and correlates: an empirical attempt to bridge and distinguish privacy-related concepts," European Journal of Information Systems, Taylor & Francis Journals, vol. 22(3), pages 295-316, May.
    2. Ruwan Bandara & Mario Fernando & Shahriar Akter, 2020. "Privacy concerns in E-commerce: A taxonomy and a future research agenda," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(3), pages 629-647, September.
    3. Michael Spence, 1973. "Job Market Signaling," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 87(3), pages 355-374.
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    Cited by:

    1. Melisa Spilinek & Jennifer Johnson Jorgensen, 2025. "Creepy or convenient?: Consumer perceptions of privacy and ad exposure on social media," Italian Journal of Marketing, Springer, vol. 2025(1), pages 71-89, March.

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