Please use this identifier to cite or link to this item: https://doi.org/10.1177/1094670509335772
Title: Regulatory focus theory, trust, and privacy concern
Authors: Wirtz, J. 
Lwin, M.O.
Keywords: Information disclosure
Justice
Privacy concern
Promotion- and prevention-focused behaviors
Regulatory focus theory
Trust
Issue Date: 2009
Source: Wirtz, J., Lwin, M.O. (2009). Regulatory focus theory, trust, and privacy concern. Journal of Service Research 12 (2) : 190-207. ScholarBank@NUS Repository. https://doi.org/10.1177/1094670509335772
Abstract: Relationship marketing typically requires organizations to continually collect customer information. Two distinct approaches coexist to encourage customers to disclose information: Reducing privacy concern and building trust, which in the past have been examined in isolation. In the present study, regulatory focus theory is used to integrate both approaches and examine their distinct response behaviors concurrently. The findings are robust across two studies with different methods and contexts. As suggested in the proposed model, trust and privacy concern are the two central mediating variables with differentiated effects on promotion and prevention-focused behaviors. Specifically, trust mediates fairness perceptions on promotion-focused behaviors (i.e., relational behavior, relationship investment, and repatronage intentions), whereas privacy concern mediates fairness perceptions on prevention-focused behaviors (i.e., defensive, deflective, and disruptive behaviors). Implications for theory and practice are discussed. © 2009 The Author(s).
Source Title: Journal of Service Research
URI: http://scholarbank.nus.edu.sg/handle/10635/43856
ISSN: 10946705
DOI: 10.1177/1094670509335772
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