Privacy‐Enhancing Factors and Consumer Concerns: The Moderating Effects of the General Data Protection Regulation
研究了组织信任、个性化价值、消费者控制和数据透明度四个隐私增强因素对消费者隐私担忧的影响，以及消费者对GDPR的信念是否调节这些关系。基于1154名欧盟居民的数据，发现个性化价值降低担忧，消费者控制增加担忧，而GDPR信念无调节作用。
Abstract Privacy is a fundamental right, with humans often wanting to keep their information private. Technological advancements are now challenging this right by reducing our control and creating enhanced privacy risks. The General Data Protection Regulation (GDPR) is a law introduced to protect this right. The aim of this paper is to analyse how privacy‐enhancing factors can influence consumer privacy concerns and whether these have been affected by consumer beliefs relating to the GDPR. This paper examines the influence of four privacy‐enhancing factors (i.e. organizational trust, perceived personalization value, perceived consumer control and data transparency), which mostly have personality or attitude‐like traits, and the GDPR as a moderating variable. Data were collected from 1154 respondents residing in European Union countries. Results reveal that personalization value has a significant negative relationship with privacy concerns, while consumer control shares a significant positive relationship with privacy concerns. Organizational trust and data transparency did not have a significant effect on privacy concerns. The relationship between the privacy‐enhancing factors and privacy concerns was not moderated by consumer belief in the GDPR. Implications and recommendations are provided to indicate which privacy‐enhancing factors should be chosen to reduce privacy concerns and to highlight the role of the GDPR in moderating these relationships. Ultimately, the study's findings provide useful insights for firms operating online in Europe and marketers aiming to reduce their consumers’ privacy concerns.