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When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China

Author

Listed:
  • Rong Liu

    (School of Economics & Management, Nanchang University, Nanchang 330031, China)

  • Jiawei Yang

    (School of Economics & Management, Nanchang University, Nanchang 330031, China)

  • Jifei Wu

    (School of Marxism, Sun Yat-Sen University, No. 135, Xingang Xi Road, Guangzhou 510275, China)

Abstract

The objective of this study was to explore the impact of a perceived privacy breach by pharmaceutical e-retailers on customer boycott intention, especially the mediating role of emotional violation and the moderating effect of customer previous trust. Data were collected via a questionnaire survey of 335 customers of pharmaceutical e-retailers from China. Our research results showed that a perceived privacy breach by a pharmaceutical e-retailer had no direct effect on customer boycott intention; a perceived privacy breach positively affected emotional violation; emotional violation led to customer boycott intention; emotional violation played a mediating role in the relationship between a perceived privacy breach and customer boycott intention; and customer previous trust positively moderated the mediating effect of emotional violation.

Suggested Citation

  • Rong Liu & Jiawei Yang & Jifei Wu, 2022. "When Big Data Backfires: The Impact of a Perceived Privacy Breach by Pharmaceutical E-Retailers on Customer Boycott Intention in China," IJERPH, MDPI, vol. 19(8), pages 1-13, April.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:8:p:4831-:d:795091
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    References listed on IDEAS

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