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Explicating the privacy paradox: A qualitative inquiry of online shopping consumers

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  • Bandara, Ruwan
  • Fernando, Mario
  • Akter, Shahriar

Abstract

Online consumers often voice discontent and concern over their privacy and yet fail to take adequate precautions. Nor do they abstain from disclosing information. This study aims to explore this phenomenon which is known as the privacy paradox. Based on semi-structured interviews with online shopping consumers and thematic analysis of data, this paper illuminates the privacy paradox using three themes: psychological distance of privacy, perceived social contracts of privacy, and learned helplessness and privacy empowerment. Our findings contribute to the privacy paradox discourse and provide several implications for consumers, online retailers, and policymakers.

Suggested Citation

  • Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698919305442
    DOI: 10.1016/j.jretconser.2019.101947
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    References listed on IDEAS

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    10. Zarqa Shaheen, 2022. "WeChat's Effect on Online Purchase Intention of Fast Moving Consumer Goods," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 13(1), pages 1-25, January.
    11. Karl van der Schyff & Greg Foster & Karen Renaud & Stephen Flowerday, 2023. "Online Privacy Fatigue: A Scoping Review and Research Agenda," Future Internet, MDPI, vol. 15(5), pages 1-31, April.
    12. Luo, Yingyu & Zhou, Li & Huang, Jing & Wang, Xiaoxin & Sun, Rui & Zhu, Guowei, 2023. "Platform perspective verse user perspective: The role of expression perspective in privacy disclosure," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    13. Syed Far Abid Hossain & Zhao Xi & Mohammad Nurunnabi & Khalid Hussain, 2020. "Ubiquitous Role of Social Networking in Driving M-Commerce: Evaluating the Use of Mobile Phones for Online Shopping and Payment in the Context of Trust," SAGE Open, , vol. 10(3), pages 21582440209, July.
    14. Shaw, Norman & Eschenbrenner, Brenda & Brand, Benedikt M., 2022. "Towards a Mobile App Diffusion of Innovations model: A multinational study of mobile wallet adoption," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Higueras-Castillo, Elena & Liébana-Cabanillas, Francisco J. & Villarejo-Ramos, Ángel F., 2023. "Intention to use e-commerce vs physical shopping. Difference between consumers in the post-COVID era," Journal of Business Research, Elsevier, vol. 157(C).
    16. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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