To read this content please select one of the options below:

How does dataveillance drive consumer online payment resistance?

Amit Shankar (Department of Marketing Management, IIM Visakhapatnam, Visakhapatnam, India)
Rambalak Yadav (Department of Marketing Management, IMT Hyderabad, Hyderabad, India)
Abhishek Behl (Jindal Global Business School, OP Jindal Global University, Sonipat, India)
Manish Gupta (School of Management, Mahindra University, Hyderabad, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 28 December 2021

Issue publication date: 7 February 2023

985

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

The findings of this study will help online retailers to reduce consumers’ perceived privacy and security concerns, thereby reducing consumers’ resistance towards online payment.

Originality/value

Theoretically, the study contributes to privacy, consumer behaviour, online payment and cognitive-motivational-relational theory literature.

Keywords

Citation

Shankar, A., Yadav, R., Behl, A. and Gupta, M. (2023), "How does dataveillance drive consumer online payment resistance?", Journal of Consumer Marketing, Vol. 40 No. 2, pp. 224-234. https://doi.org/10.1108/JCM-03-2021-4555

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles