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| The Influence of Data Privacy Sensitivity on Channel Migration Intention of Consumers |
| WANG Yang，CHEN Jie，FAN Wenjian |
| Shanghai Jiao Tong University, Shanghai, China |
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Abstract From the perspective of new consumer psychological characteristics, this study explores the law of consumer channel migration. This study constructs a moderated mediation model to examine the influence of consumer data privacy sensitivity on online research shifting to offline purchase intention, and the mechanism of perceived risks and perceived benefits of online channel products. This research collected 303 valid questionnaires and used regression analysis to analyze the data. The results are as followings: data privacy sensitivity has positive effects on search online but purchase offline intention; perceived risk plays a partial mediating role in data privacy sensitivity and search online but purchase offline intention; perceived product benefits of online channel negatively moderates the relationship between data privacy sensitivity and search online but purchase offline intention. Further, this study examines the mediating effect of perceived product benefits of online channel between data privacy sensitivity and search online but purchase offline intention.
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Received: 23 December 2020
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