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The Role of Emotions in Shaping Consumers’ Privacy Beliefs about Unfamiliar Online Vendors

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  • Han Li
  • Rathindra Sarathy
  • Jie Zhang

Abstract

The study of information privacy in e-commerce is still in its infancy. Current studies attempting to explain online consumers’ privacy-related behavior based on their general concerns for privacy, have had mixed results. In this study, based on the Theory of Reasoned Action, we assert that to better explain privacy-related behavior it is necessary to focus on perceived privacy protection (privacy belief) specific to an online vendor, when the vendor is unfamiliar to the user. This privacy belief is formed as a result of emotional responses to the consumer’s interaction with the vendor’s Web site (often for a short period of time). In turn, this belief along with emotions can have a significant impact on the decision to give personal information necessary to make the purchase. Thus, online vendors who rely largely on unfamiliar, first-time customers have to pay attention to consumers’ emotional responses to their Web site or risk losing them.

Suggested Citation

  • Han Li & Rathindra Sarathy & Jie Zhang, 2008. "The Role of Emotions in Shaping Consumers’ Privacy Beliefs about Unfamiliar Online Vendors," Journal of Information Privacy and Security, Taylor & Francis Journals, vol. 4(3), pages 36-62, July.
    • Handle: RePEc:taf:uipsxx:v:4:y:2008:i:3:p:36-62
    DOI: 10.1080/2333696X.2008.10855845
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    Cited by:

    1. Caroline Lancelot Miltgen & H. Jeff Smith, 2019. "Falsifying and withholding: exploring individuals’ contextual privacy-related decision-making," Post-Print hal-02156671, HAL.
    2. Margulis, Anna & Boeck, Harold & Laroche, Michel, 2020. "Connecting with consumers using ubiquitous technology: A new model to forecast consumer reaction," Journal of Business Research, Elsevier, vol. 121(C), pages 448-460.
    3. Chunpei Lin & Guanxi Zhao & Chuanpeng Yu & Yenchun Jim Wu, 2019. "Smart City Development and Residents’ Well-Being," Sustainability, MDPI, vol. 11(3), pages 1-17, January.
    4. Tamara Dinev & Allen R. McConnell & H. Jeff Smith, 2015. "Research Commentary—Informing Privacy Research Through Information Systems, Psychology, and Behavioral Economics: Thinking Outside the “APCO” Box," Information Systems Research, INFORMS, vol. 26(4), pages 639-655, December.

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