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Human factors that influence consumers' privacy vulnerability


Xia, Z and Chen, S and Waseem, D and Potdar, B, Human factors that influence consumers' privacy vulnerability, Proceedings of the 2021ANZMAC Conference: Something Different, 29 November - 1 December 2021, Melbourne, Australia, pp. 193-196. (2021) [Refereed Conference Paper]

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Previous research on consumer data privacy focuses on the online context without direct face-to-face interactions. Our research investigates consumer data privacy in an offline context, COVID-19 contact tracing at hospitality venues, that involves face-to-face interactions. We conducted 29 interviews to explore the human factors that influence consumers’ vulnerability toward information requests. The findings exhibit four human factors: familiarity of the venue, compulsion, popularity of compliance behavior, and professionalism of frontline employees. Our research extends the literature on consumer data privacy from online to offline contexts and strengthens the understanding of how human factors influence consumer privacy vulnerability. This research also provides practical implications for governments and businesses on reducing consumers’ privacy vulnerability.

Item Details

Item Type:Refereed Conference Paper
Keywords:consumer privacy, vulnerability, offline privacy
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer behaviour
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Potdar, B (Dr Balkrushna Potdar)
ID Code:148096
Year Published:2021
Deposited By:TSBE
Deposited On:2021-12-02
Last Modified:2022-05-24

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