Managing privacy paradox through national culture: Reshaping online retailing strategy

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Data privacy is a threat to the future of e-commerce. Consumers face a dilemma in balancing the risks and benefits associated with online privacy, leading to a phenomenon termed the privacy paradox. The study interviewed 30 Millennials representing 13 countries using a grounded theory approach to explore the influence of national culture on the information disclosure attitude in the context of online retailing. The study presents a novel framework, Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture, enabling retailers to segment the customers and design a tailored approach to create a competitive advantage.
Original languageEnglish
Article number102500
Number of pages10
JournalJournal of Retailing and Consumer Services
Early online date16 Feb 2021
Publication statusPublished - 1 May 2021


  • Privacy paradox
  • National Culture
  • Online retailing
  • Online banking
  • Digital strategy

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