Retaining users after privacy invasions

Abstract

Purpose The purpose of this paper is to facilitate understanding of how to mitigate the privacy concerns of users who have experienced privacy invasions. Design/methodology/approach Drawing on the communication privacy management theory, the authors developed a model suggesting that privacy concerns form through a cognitive process involving threat-coping appraisals, institutional privacy assurances and privacy experiences. The model was tested using data from an empirical survey with 913 randomly selected social media users. Findings Privacy concerns are jointly determined by perceived privacy risks and privacy self-efficacy. The perceived effectiveness of institutional privacy assurances in terms of established privacy policies and privacy protection technology influences the perceptions of privacy risks and privacy self-efficacy. More specifically, privacy invasion experiences are negatively associated with the perceived effectiveness of institutional privacy assurances. Research limitations/implications Privacy concerns are conceptualized as general concerns that reflect an individual’s worry about the possible loss of private information. The specific types of private information were not differentiated. Originality/value This paper is among the first to clarify the specific mechanisms through which privacy invasion experiences influence privacy concerns. Privacy concerns have long been viewed as resulting from individual actions. The study contributes to literature by linking privacy concerns with institutional privacy practice.

Enhancing consumer perceptions of privacy and trust: a GDPR label perspective

“…Third, the study builds on recent work harnessing CPM to link privacy assurances to privacy perceptions (e.g. Wang et al, 2019). While Wang et al (2019) focus on how perceived privacy risks and selfefficacy jointly determine privacy concerns in a social media context, we extend our understanding of the boundary rule formation and coordination processes among a broader range of privacy perceptions in an e-commerce context, while also incorporating trust and behavioral intentions.…”

“…CPM posits that individuals define privacy boundaries based on their preexisting perceptions as well as boundary coordination in new situations such as transacting with an E-commerce vendor. Indeed, when harnessing CPM, Wang et al (2019) assert that individuals' privacy perceptions are not static and may be highly influenced by institutional assurances such as privacy policies. Thus, we adopt a different approach to prior work (Chang et al, 2018;Xu et al, 2011) and include both general perceptions related to privacy online and situational perceptions related to the E-commerce vendor.…”

“…We posit that individuals' general perceptions of risk online can be partly appeased through boundary coordination, leading to lower perceptions of risk regarding the E-commerce vendor. Extant research has evidenced the potential written privacy policies to reduce perceptions of risk associated with a website (Pan and Zinkhan, 2006;Miyazaki and Fernandez, 2000) or mobile application (Libaque-S aenz et al, 2021) and perceived effectiveness of the privacy policy to reduce privacy risk (Wang et al, 2019). The privacy label details the company's privacy practices and is thus likely to lead to lower perceptions of risk.…”

“…Existing research has explored the role of privacy policies from a number of angles beginning with whether the presence and the length of a privacy policy influenced consumer perceptions such as trust (Pan and Zinkhan, 2006) and behaviors such as willingness to transact with E-commerce vendors (Miyazaki and Fernandez, 2000), and if the content of the privacy policy influences perceptions of trustworthiness (Wu et al, 2012), risk and control (Chang et al, 2018). Despite recent research demonstrating the effectiveness of visualization techniques such as the P3P Expandable Grid visualization matrix (Reeder et al, 2008), nutritional privacy labels (Kelley et al, 2009) and privacy policy cards (Soumelidou and Tsohou, 2019), much of the extant research examines the influence of consumers' perceptions of the effectiveness FIPPs-based written privacy policies on privacy-related perceptions such as trust, risk (Wang et al, 2019) and privacy concerns (Gong et al, 2019). As discussed, the GDPR introduces more stringent requirements for organizations collecting data within the EU and from EU citizens, requirements that may not be met by FIPPs-based written privacy policies.…”

“…, 2008), nutritional privacy labels (Kelley et al. , 2009) and privacy policy cards (Soumelidou and Tsohou, 2019), much of the extant research examines the influence of consumers' perceptions of the effectiveness FIPPs-based written privacy policies on privacy-related perceptions such as trust, risk (Wang et al. , 2019) and privacy concerns (Gong et al.…”