Impact of privacy concerns on resistance to smart services: does the 'Big Brother effect' matter?

The aim of this study is to provide a better understanding of the factors that explain consumer resistance to smart services from a privacy perspective. To this end, an exploratory qualitative study and a quantitative study were carried out. 653 French consumers answered an online questionnaire rega...

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Bibliographic Details
Published in:	Journal of marketing management 2019-10, Vol.35 (15-16), p.1460-1479
Main Authors:	Mani, Zied, Chouk, Inès
Format:	Article
Language:	eng
Subjects:	Banking Big Brother Business administration Computer privacy Conceptual models Consumers Humanities and Social Sciences Intrusion Personal information Privacy privacy concerns Questionnaires Resistance smart product Smart service
Online Access:	Get full text
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Summary:	The aim of this study is to provide a better understanding of the factors that explain consumer resistance to smart services from a privacy perspective. To this end, an exploratory qualitative study and a quantitative study were carried out. 653 French consumers answered an online questionnaire regarding smart services in the banking sector. Structural equation modelling was used to test the conceptual model. The findings show that information privacy, the unauthorised secondary use of personal information and perceived intrusion have an impact on consumer resistance to smart services. Moreover, our research highlights the major role of the 'Big Brother effect' as an antecedent to these various privacy concerns.
ISSN:	0267-257X 1472-1376