A Nomological Network of Customers’ Privacy Perceptions: Linking Artifact Design to Shopping Efficiency

European Journal of Information Systems, Vol. 28, No. 1, pp. 91-113, 2019

50 Pages Posted: 14 Jan 2021

See all articles by Hartmut Hoehle

Hartmut Hoehle

University of Arkansas - Department of Information Systems

John Aloysius

University of Arkansas - Department of Supply Chain Management

Soheil Goodarzi

affiliation not provided to SSRN

Viswanath Venkatesh

Virginia Polytechnic Institute and State University - Pamplin College of Business

Date Written: August 27, 2019

Abstract

The explosive growth of mobile devices and their widespread acceptance by customers along with the potential benefits of autoID technologies have prompted retailers to consider adoption of emerging technologies. Their motives are to enhance in-store customer shopping experience and to acquire an advantage in the competitive retail environment. Two inter-related issues nevertheless have been a hindrance: mobile shopping application usability and customers’ privacy concerns. Drawing on a recently developed conceptualisation of mobile application usability and the multidimensional developmental theory of privacy, we tackle these two issues. We theorise about the impact of artifact design on mobile application usability and the consequent impact of usability on customers’ privacy concerns and shop-ping efficiency. We tested our hypotheses in two retail store laboratory studies in which the participants were assigned to two different shopping tasks: general browsing (n = 194) and goal-directed shopping (n = 190). We found that adhering to mobile application usability principles could mitigate privacy concerns and consequently, improve shopping efficiency. Our findings suggest new avenues to alleviate customers’ privacy concerns using artifact design, thus complementing conventional approaches that focus on preventive measures to deal with the issue of privacy concerns.

Keywords: Mobile application usability, autoID technologies, privacy concerns, shopping efficiency

Suggested Citation

Hoehle, Hartmut and Aloysius, John and Goodarzi, Soheil and Venkatesh, Viswanath, A Nomological Network of Customers’ Privacy Perceptions: Linking Artifact Design to Shopping Efficiency (August 27, 2019). European Journal of Information Systems, Vol. 28, No. 1, pp. 91-113, 2019, Available at SSRN: https://ssrn.com/abstract=3681699

Hartmut Hoehle (Contact Author)

University of Arkansas - Department of Information Systems ( email )

United States

John Aloysius

University of Arkansas - Department of Supply Chain Management ( email )

AK
United States

Soheil Goodarzi

affiliation not provided to SSRN

Viswanath Venkatesh

Virginia Polytechnic Institute and State University - Pamplin College of Business ( email )

VA
United States

HOME PAGE: http://vvenkatesh.com

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