Do I Lose my Privacy for a Better Service? Investigating the Interplay between Big Data Analytics and Privacy Loss from Young Consumers' Perspective

Abstract

Learning Outcomes

Upon reading this chapter, the reader will understand

• How consumers perceive a privacy loss when exposed to retailers' big data analytics

• The role played by the social environment in terms of the opinions of relatives and friends largely influence how youth perceive the risk of privacy loss

• What makes the information about retailers' usage of data not entirely accessible by consumers

• Consumers perception of retailers' usage of their data

Citation

Vannucci, V. and Pantano, E. (2020), "Do I Lose my Privacy for a Better Service? Investigating the Interplay between Big Data Analytics and Privacy Loss from Young Consumers' Perspective", Pantano, E. (Ed.) Retail Futures, Emerald Publishing Limited, Leeds, pp. 193-205. https://doi.org/10.1108/978-1-83867-663-620201021