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Full-Text Articles in Business
Effects Of Perceived Privacy Protection: Does Reading Privacy Notices Matter?, Xiaojing Sheng, Penny M. Simpson
Effects Of Perceived Privacy Protection: Does Reading Privacy Notices Matter?, Xiaojing Sheng, Penny M. Simpson
Marketing Faculty Publications and Presentations
Many consumers do not read privacy notices despite the fact that websites post privacy notices to address consumers' long-standing concerns about privacy protection on the internet. To understand why consumers do not read privacy notices and the impact of reading (or not reading) privacy notices on the found effect of privacy notices, data were collected from 137 readers of privacy notices and 97 non-readers of privacy notices. This research's test of the moderating effects of reading (or not reading) privacy notices found that perceived privacy protection positively affected trust and negatively affected perceived information risk and that the negative effect …
The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim
The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim
Asia Marketing Journal
This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate …
Marketing Strategies To Alleviate Risk And Build Trust For Emerging Online Brands: Case Of An Asian Cosmetic Brand Entering Into The Usa, Sarah Song Southworth, Minjeong Kim
Marketing Strategies To Alleviate Risk And Build Trust For Emerging Online Brands: Case Of An Asian Cosmetic Brand Entering Into The Usa, Sarah Song Southworth, Minjeong Kim
Faculty Publications - College of Business
Despite the growth of emerging brands launching their businesses online as their first retail channel, there is a lack of understanding regarding effective marketing strategies specific to them. The present research offers marketing strategies to alleviate risk and build trust, with a particular focus on emerging online fashion brands. The study examines how familiar cues such as store name and brand origin can be used to construct a perception of quality around an unfamiliar brand in order to alleviate risk and build trust. The researchers also observe how consumers’ online purchase experience with a particular product category influences how their …