Consumer Privacy Concerns and Information Sharing Intention in Omnichannel Retailing: Mediating Role of Online Trust

Abstract

Objective of this research is to find out the relationship between customers\u27 perceptions of an organization\u27s privacy information practices and their information-sharing intention in the context of omnichannel retailing. The study aimed to address the gap in research regarding privacy concerns and information sharing across integrated online and offline channels. Based on the Stimulus-Organism-Response (SOR) framework, research model of this study is proposed. The data collected from 392 omnichannel customers through an online survey and it was analyzed using Partial Least Squares Structural Equation Modeling. The results pointed out that customers\u27 perceptions of privacy practices (collection, unauthorized secondary use, improper access, and errors) positively influence their online trust and information-sharing intention. Online trust partially mediates the relationship between specific privacy concerns and information-sharing intention. Finally, the study concludes that omnichannel retailers need to prioritize transparency, implement robust data protection measures, as well as build trust to encourage customers to share information across channels