Trust trumps concern: findings from a seven-country study on consumer consent to ‘digital native’ vs. ‘digital immigrant’ service providers

Many service providers (e.g. mobile network operators) want to turn their business into fully digitalised regimes and offer personalised services. To do so they need access to the consumers’ personal data and must explicitly ask consumers for consent. In this cross-national study, including representative samples from seven countries covering Scandinavia, Central-Eastern Europe and South-Eastern Asia, we investigate the effect of trust vs. privacy concerns and the moderating impact of culture when consents are requested. The study shows that trust in service provider has stronger impact on consent giving than privacy concerns, and indicates that ‘digital native’ more than ‘digital immigrant’ providers should focus on trust building activities when they enter countries with an individualistic culture. The analyses were made within a PLS-SEM framework.