Cultural Influences on Privacy Calculus in Loyalty Programs: An Analysis of Individual and National-Level Cultural Values

Abstract

This study examines the roles played by cultural factors in shaping consumer privacy concerns within loyalty programs, analyzing responses from 1,259 consumers across four culturally diverse countries. It uncovers how variations in cultural dimensions, specifically uncertainty avoidance and individualism/collectivism, influence privacy concerns, trust, and loyalty toward retailers. The research reveals that individual-level uncertainty avoidance and collective cultural norms notably amplify privacy concerns, shedding light on the nuanced relationship between cultural values and consumer perceptions in the context of loyalty programs. This exploration contributes to a deeper understanding of cultural diversity's theoretical and practical implications on privacy concerns, offering insights vital for retailers looking to navigate the complexities of consumer trust and loyalty in a global marketplace. The findings underscore the necessity for culturally informed strategies to effectively manage privacy concerns.