School of Economics & Management, Nanchang University, Nanchang 330031, China.
School of Marxism, Sun Yat-Sen University, No. 135, Xingang Xi Road, Guangzhou 510275, China.
Int J Environ Res Public Health. 2022 Apr 15;19(8):4831. doi: 10.3390/ijerph19084831.
The objective of this study was to explore the impact of a perceived privacy breach by pharmaceutical e-retailers on customer boycott intention, especially the mediating role of emotional violation and the moderating effect of customer previous trust. Data were collected via a questionnaire survey of 335 customers of pharmaceutical e-retailers from China. Our research results showed that a perceived privacy breach by a pharmaceutical e-retailer had no direct effect on customer boycott intention; a perceived privacy breach positively affected emotional violation; emotional violation led to customer boycott intention; emotional violation played a mediating role in the relationship between a perceived privacy breach and customer boycott intention; and customer previous trust positively moderated the mediating effect of emotional violation.
本研究旨在探讨医药电商的隐私侵犯感知对顾客抵制购买意愿的影响，特别是情感侵犯的中介作用和顾客先前信任的调节作用。研究通过对中国 335 名医药电商顾客的问卷调查收集数据。研究结果表明，医药电商的隐私侵犯感知对顾客抵制购买意愿没有直接影响；隐私侵犯感知正向影响情感侵犯；情感侵犯导致顾客抵制购买意愿；情感侵犯在隐私侵犯感知和顾客抵制购买意愿之间起中介作用；顾客先前信任正向调节情感侵犯的中介作用。
