Contemporary perspectives on consumer privacy in the context of customer relationship management: the case of Chinese online shoppersTools Ma, Jie (2012) Contemporary perspectives on consumer privacy in the context of customer relationship management: the case of Chinese online shoppers. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractPersonal information has been increasingly collected and used by marketers in the context of customer relationship management. Customers are becoming more concerned with issues of information privacy. As such concerns continue to grow, companies' ability to use customer information may be threatened. Therefore, in a business environment dependent growingly on customer data, an understanding of the factors that may cause privacy concerns may be a key to successful management of those concerns. The current study examines how the categories of information being collected, the brand image of the collecting company, and organisational category influence customers’ privacy concerns and their willingness to share personal information. Results from in-depth interviews of 20 Chinese online shoppers suggest the level of customer privacy concern varies depending on information category and that customers express different concerns with regard to different information. In addition, the study finds that the brand image of the colleting company not only directly influences customers’ willingness to share their information but also indirectly influences their privacy concerns over personal information through trust building. Results of this study also show that customers’ privacy concerns are significantly related to organisational category.
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