How does dataveillance drive consumer online payment resistance?

Shankar, Amit; Yadav, Rambalak; Behl, Abhishek; Gupta, Manish

Abstract

Purpose
This study aims to examine the effect of dataveillance on resistance towards online payment. Using a moderated-mediation framework, the study also investigates the mediating effects of perceived privacy and security concerns and how these mediating effects are moderated by corporate credibility, consumer scepticism and consumer empowerment.

Design/methodology/approach
A scenario-based experimental design was performed to examine the proposed hypotheses. Analysis of covariance and PROCESS macro were used to examine the hypotheses by analysing 312 collected responses.

Findings
The results indicated the dataveillance positively affects consumer resistance towards online payment. The results also suggested that corporate credibility and consumer scepticism significantly moderates the association between dataveillance and resistance towards online payment.

Practical implications
The findings of this study will help online retailers to reduce consumers’ perceived privacy and security concerns, thereby reducing consumers’ resistance towards online payment.

Originality/value
Theoretically, the study contributes to privacy, consumer behaviour, online payment and cognitive-motivational-relational theory literature.

Citation

Shankar, A., Yadav, R., Behl, A., & Gupta, M. (2023). How does dataveillance drive consumer online payment resistance?. Journal of Consumer Marketing, 40(2), 224-234. https://doi.org/10.1108/JCM-03-2021-4555

• Journal Article Type: Article
• Acceptance Date: Nov 27, 2021
• Online Publication Date: Dec 28, 2021
• Publication Date: Feb 7, 2023
• Deposit Date: Jun 28, 2024
• Journal: Journal of Consumer Marketing
• Print ISSN: 0736-3761
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 40
• Issue: 2
• Pages: 224-234
• DOI: https://doi.org/10.1108/JCM-03-2021-4555
• Public URL: https://keele-repository.worktribe.com/output/856077
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/JCM-03-2021-4555/full/html