Full Record

New Search | Similar Records

Author
Title HYPERCONNECTIVITY GIVETH AND TAKETH AWAY: RECONCILING BEING AN “ALWAYS-ON” EMPOWERED CONSUMER AND PRIVACY IN AN ERA OF PERVASIVE PERSONAL DATA EXCHANGES
URL
Publication Date
Degree PhD
Discipline/Department Management
Degree Level doctoral
University/Publisher Case Western Reserve University School of Graduate Studies
Abstract We are living in an era of rising connectivity where consumers of all ages and socioeconomic backgrounds are “always-on.” Consumers can now engage constantly with brands, retailers, content, and each other through real-time interactions, facilitated by a mobile-first mindset. This has earned consumers the moniker, “highly empowered.” Consumers are indeed empowered by the growth of the internet/mobile, proliferation of devices, and unprecedented access to information, choice, and control. However, rising connectivity also has downsides. Consumers now face a barrage of decisions about whether to share their personal information with firms or accept its collection without their explicit consent. The outcomes of these automatic, one-time decisions are far-reaching and long-lasting. They also empower firms—perhaps more than consumers; something most marketers prefer to keep secret. This research study addresses how “always-on” supposedly empowered consumers behave while shopping and make decisions in an era of pervasive personal information exchanges with retailers and others. It uses an exploratory, sequential mixed methods design beginning with a qualitative study followed by two quantitative studies. Study 1 investigates how 40 connected consumers behave and make decisions in shopping/retail environments. Findings reveal pros and cons of rising connectivity, dynamic behavior that challenges traditional customer segmentation, and tensions over privacy and personal data exchanges with retailers. These tensions are explored in Study 2 using survey data collected from 790 U.S. consumers, all heavy internet/mobile users. Consumer acceptance of personal data collection is interpreted as a form of coping with the stress of digital life. Study 3 extends Study 2 by focusing on three moderating effects on consumer willingness to share personal data or have it collected: perceived marketing intrusiveness, high versus low privacy knowledge, and high versus low privacy-protecting behaviors. Many findings are counterintuitive with few statistically significant differences in consumer attitudes—all affected by their perceptions of fairness in exchanges with firms. This work contributes to the emerging streams of research about consumer privacy, personal data exchanges, perceptions of fairness, and consumer acceptance in an era of presumed high consumer empowerment. It also has implications for marketers and marketing strategies, consumer advocates, and public policy.
Subjects/Keywords Management; Marketing; Technology; Information Science; always-on consumer; consumer connectivity; privacy; personal data exchanges; consumer empowerment; disempowerment; fairness of exchanges; consumer acceptance; consumer decision making; shopping; digital commerce; mixed methods; cluster analysis
Contributors Niraj, Rakesh (Committee Chair)
Language en
Rights unrestricted ; This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
Country of Publication us
Format application/pdf
Record ID oai:etd.ohiolink.edu:case1554468526463455
Repository ohiolink
Date Indexed 2021-01-29
Grantor Case Western Reserve University School of Graduate Studies

Sample Search Hits | Sample Images

…bearing witness to my DM/Ph.D. workload, work ethic, and ups and downs along this journey; repeated wishes that you could help; and, so much more. xv Hyperconnectivity Giveth and Taketh Away: Reconciling Being an “Always-On” Empowered Consumer and…

consumer advocates, and public policy. Keywords: always-on consumer; consumer connectivity; privacy; personal data exchanges; consumer empowerment; (dis)empowerment; fairness of exchanges; consumer acceptance; consumer decision making; shopping…

…and begs the rhetorical question of whether consumers can truly have more control, and—if so—over what? Rising consumer connectivity also has downsides. Experts and consumers alike question the side effects of people living in an always-on, always

always-on” consumers behave and make decisions in shopping/retail 9 environments? In Phase 2, Study 2 (S2) uses quantitative methods to confirm select findings of Study 1 by asking: How do consumer privacy concerns and attitudes about the…

…to 65 years old. It explores how always-on consumers behave and make decisions in shopping/retail environments (digital and physical). Findings reveal what consumers perceive as pros and cons of rising connectivity, dynamic consumer behavior…

always-on consumer” or “always-on connected consumer” (Anderson, 2014; Experian Marketing Services, 2014; Halloran, 2014; Joachimsthaler, 2014; Joachimsthaler et al., 2014; Vivaldi Partners Group, 2014). What made these consumers attractive to…

…increasingly referred to as hyperconnected. In this research, the terms “always-on” and “hyperconnected” are used interchangeably. 17 Consumer empowerment. Adkins and Ozanne (2005) define consumer empowerment as “the ability to exert power and…

…for your love, strength, support, and understanding. Papà, I miss you every day and know you watched over me during this challenging journey. To my sister (Lorraine) and brother-in-law (Daniel) – thank you for always cheering me on

.