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Shankar, A., Yadav, R., Behl, A. and

                Gupta, M. (2021). How does

                dataveillance drive consumer online


                payment resistance? Journal of

                Consumer Marketing. 1-11.




       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.       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.
       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. The findings of this study will
       help online retailers to reduce consumers’ perceived
       privacy  and  security  concerns,  thereby  reducing
       consumers’ resistance towards online payment.
       Theoretically, the study contributes to privacy,
       consumer       behaviour,    online     payment      and
       cognitive-motivational-relational theory literature.




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