City Research Online

Abstract

This study examines the roles played by cultural factors in shaping consumer privacy concerns within loyalty programs (LPs), analyzing responses from 1,259 consumers across four culturally diverse countries. It uncovers how variations in cultural dimensions, specifically uncertainty avoidance and individualism/collectivism, influence privacy concerns, trust, and loyalty toward retailers. The research reveals that individual-level uncertainty avoidance and collective cultural norms notably amplify privacy concerns, shedding light on the nuanced relationship between cultural values and consumer perceptions in the context of LPs. This exploration contributes to a deeper understanding of cultural diversity's theoretical and practical implications on privacy concerns, offering insights vital for retailers looking to navigate the complexities of consumer trust and loyalty in a global marketplace. The findings underscore the necessity for culturally informed strategies to effectively manage privacy concerns.

Publication Type:	Article
Additional Information:	Copyright © 2024
Publisher Keywords:	privacy concerns; loyalty programs; cross-cultural; trust; retailing; privacy calculus
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform
Departments:	Bayes Business School Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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