Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management

• Main Authors: Kang, Hyunjin, Shin, Wonsun, Tam, Leona
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences::Communication::Audience research; Privacy concern and protection; Mobile privacy; Personalization; Loyalty and habit
• Online Access: https://hdl.handle.net/10356/80369; http://hdl.handle.net/10220/40474
• Institution: Nanyang Technological University

We examine how two different underlying mechanisms of behavioral loyalty to a brand—attitudinal loyalty and habit—impact smartphone users’ privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk worker...