The Impact of Consumer Perceived Value on Word-of-Mouth: The Mediating Role of Perceived Privacy Risk in Omnichannel Retailing
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Abstract
This study aims to: 1) examine how perceived privacy risk influences perceived value (utilitarian,hedonistic and social ) and word-of-mouth behavior; 2) analyze the mediating role of perceived privacy risk between perceived value and word-of-mouth. Grounded in privacy calculus theory and psychological reactance theory, we conducted an empirical study using a questionnaire survey of 466 omnichannel apparel consumers. The proposed theoretical framework was tested by analyzing the data through structural equation modeling (SEM) with AMOS.
The findings indicate that: 1) perceived privacy risk significantly reduces consumers’ evaluations of utilitarian and hedonic value, while its impact on social value is not statistically significant; 2) perceived privacy risk significantly inhibits word-of-mouth behavior; and 3) privacy risk mediates the relationship between perceived value (utilitarian and hedonic) and word-of-mouth. The findings uncover the psychological balancing mechanism between consumers’ pursuit of immediate value and concerns over privacy risk, enriching theoretical understanding of privacy behavior and word-of-mouth communication under the omnichannel retailing context. This study provides valuable implications for apparel retailers in optimizing data governance, enhancing consumer trust, and promoting positive word-of-mouth.
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