Differential responses of loyal versus habitual consumers towards mobile site personalization on privacy management

Abstract

We examine how two different underlying mechanisms of behavioral loyalty to a brand - attitudinal loyalty and habit - impact smartphone users' privacy management when they browse personalized vs. non-personalized mobile websites. The online experimental study conducted with Amazon Mechanical Turk workers (N = 73) finds different responses of attitudinal loyalty and habit towards personalization in significant three-way interactions between personalization, attitudinal loyalty, and habit on privacy disclosure and protection behaviors. When interacting with a personalized website, highly habitual consumers without high level of attitudinal loyalty disclosed the most personal information on a p..