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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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