IDEAS home Printed from https://ideas.repec.org/a/abg/anprac/v27y2023i41591.html

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1591
    Download Restriction: no
    File URL: https://rac.anpad.org.br/index.php/rac/article/view/1591/1904
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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.
    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. 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.

    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. Fu, Qiang & Gürtler, Oliver & Münster, Johannes, 2013. "Communication and commitment in contests," Journal of Economic Behavior & Organization, Elsevier, vol. 95(C), pages 1-19.
    2. Beckert, Jens, 2011. "Where do prices come from? Sociological approaches to price formation," MPIfG Discussion Paper 11/3, Max Planck Institute for the Study of Societies.
    3. Tan Kuan Lu, Clifford, 2013. "Do university rankings matter for growth?," MPRA Paper 52705, University Library of Munich, Germany.
    4. KISS Marietta & KUN Andras Istvan, 2014. "Analysis Of The Signaling Hypothesis In Higher Education Marketing Via Classroom Experiment," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1005-1012, July.
    5. Dietfried Globocnik, 2019. "Taking Or Avoiding Risk Through Secret Innovation Activities — The Relationships Among Employees’ Risk Propensity, Bootlegging, And Management Support," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(03), pages 1-41, April.
    6. Kaniel, Ron & Orlov, Dmitry, 2020. "Intermediated Asymmetric Information, Compensation, and Career Prospects," CEPR Discussion Papers 14586, C.E.P.R. Discussion Papers.
    7. Ebner, Christian & Helbling, Marc, 2016. "Social distance and wage inequalities for immigrants in Switzerland," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 30(3), pages 436-454.
    8. Xin, Baogui & Song, Yaping & Tan, Hui & Peng, Wei, 2025. "Sustainable digital fashion in a metaverse ecosystem," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    9. Li, Sen & Zhang, Yi, 2025. "Environmental risk and stock price crash risk: Evidence from energy substitution policy adoption," International Review of Economics & Finance, Elsevier, vol. 99(C).
    10. Puelz, Robert & Snow, Arthur, 1994. "Evidence on Adverse Selection: Equilibrium Signaling and Cross-Subsidization in the Insurance Market," Journal of Political Economy, University of Chicago Press, vol. 102(2), pages 236-257, April.
    11. Falk, Susanne, 2002. "Geschlechtsspezifische berufliche Segregation in Ostdeutschland zwischen Persistenz, Verdrängung und Angleichung : ein Vergleich mit Westdeutschland für die Jahre 1991-2000 (Gender-specific occupation," Mitteilungen aus der Arbeitsmarkt- und Berufsforschung, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany], vol. 35(1), pages 37-59.
    12. von Siemens, Ferdinand A. & Kosfeld, Michael, 2014. "Team production in competitive labor markets with adverse selection," European Economic Review, Elsevier, vol. 68(C), pages 181-198.
    13. Ravi Bapna & Alok Gupta & Gautam Ray & Shweta Singh, 2016. "Research Note —IT Outsourcing and the Impact of Advisors on Clients and Vendors," Information Systems Research, INFORMS, vol. 27(3), pages 636-647.
    14. Randall Holcombe, 2009. "The behavioral foundations of Austrian economics," The Review of Austrian Economics, Springer;Society for the Development of Austrian Economics, vol. 22(4), pages 301-313, December.
    15. Ed Hopkins, 2012. "Job Market Signaling Of Relative Position, Or Becker Married To Spence," Journal of the European Economic Association, European Economic Association, vol. 10(2), pages 290-322, April.
    16. Luigi Brighi & Marcello D'Amato, 2020. "Investment in early education and job market signaling," Department of Economics (DEMB) 0179, University of Modena and Reggio Emilia, Department of Economics "Marco Biagi".
    17. Keith Krehbiel, 2004. "Legislative Organization," Journal of Economic Perspectives, American Economic Association, vol. 18(1), pages 113-128, Winter.
    18. Harry J. Holzer, 1987. "Hiring Procedures in the Firm: Their Economic Determinants and Outcomes," NBER Working Papers 2185, National Bureau of Economic Research, Inc.
    19. Baranchuk, Nina & Dybvig, Philip H., 2015. "Screening of possibly incompetent agents," Economics Letters, Elsevier, vol. 135(C), pages 15-18.
    20. Nikica Mojsoska-Blazevski & Marjan Petreski & Marjan I Bojadziev, 2017. "Youth survival in the labour market: Employment scarring in three transition economies," The Economic and Labour Relations Review, , vol. 28(2), pages 312-331, June.

    More about this item

    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:abg:anprac:v:27:y:2023:i:4:1591. 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: Information Technology of ANPAD (email available below). General contact details of provider: http://anpad.org.br .

    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.