How does dataveillance drive consumer online payment resistance?

Abstract

PurposeThis study aims to examine the effect of dataveillance on resistance towards online payment. Using a moderated-mediation framework, the study also investigates the mediating effects of perceived privacy and security concerns and how these mediating effects are moderated by corporate credibility, consumer scepticism and consumer empowerment.Design/methodology/approachA scenario-based experimental design was performed to examine the proposed hypotheses. Analysis of covariance and PROCESS macro were used to examine the hypotheses by analysing 312 collected responses.FindingsThe results indicated the dataveillance positively affects consumer resistance towards online payment. The results also suggested that corporate credibility and consumer scepticism significantly moderates the association between dataveillance and resistance towards online payment.Practical implicationsThe findings of this study will help online retailers to reduce consumers’ perceived privacy and security concerns, thereby reducing consumers’ resistance towards online payment.Originality/valueTheoretically, the study contributes to privacy, consumer behaviour, online payment and cognitive-motivational-relational theory literature.