WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 17, 2020
The Role of Perceived Risk and Trust Propensity in The Relationship Between Negative Perceptions of Applying Big Data Analytics and Consumers’ Responses
Authors: , ,
Abstract: With the phenomenal growth of Big Data in e-commerce, applying big data analytics brings negative perception for customers, in one way or another. The research on negative perception of applying big data analytics and the role of perceived risk and trust propensity to consumers’ responses under applying Big Data analytics is lacking. Therefore, the aims of this study are to analyze the role of perceived risk and trust propensity in the relationship between negative perceptions of applying big data analytics and consumers’ responses. A sample of 349 respondents was used in data analysis. The study found out that perceived risk don’t act mediate the relationship between negative perception of applying BDA and consumers’ responses. Besides, customers’ trust propensity was found to moderate the relation of negative perception of applying BDA to customers’ responses and perceived risk to customers’ responses. High trust propensity participants reported stronger responses than those with low trust propensity. It due to customers’ trust on new applications of BDA, hence, it is easy to influence on customers as their negative response when negative perception and perceived risk are rising. The findings of this research will have implications for e-vendors to understand the important role of perceived risk and trust propensity on customers’ responses under Big Data analytics era.
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Pages: 426-435
DOI: 10.37394/23207.2020.17.41