The impacts of omnichannel touchpoints on privacy concern: A panel study

• 1、College of Management and Economics, Tianjin University, Tianjin 300072
• 2、College of Management and Economics, Tianjin University, Tianjin 300072

Abstract：Privacy concern is among the most important barriers for firms to create a better customer experience and achieve marketing goals, especially when they're having explosive touchpoints in omnichannel scene. The focus of this study is a comprehensive exploration of how customer communications in various touchpoints influence in the context of privacy concern. Data including behaviors of 26,093 customers in 26 weeks is collected from an insurance company with typical omnichannel touchpoints, and measures of privacy concern and other constructs are developed by aggerating the clickstream data into a panel data. The results of this study demonstrated that communications in partner-owned, customer-owned, and external touchpoints will harm relationship quality beneficial influence of reducing privacy concern and marketing actions including freemium and promotion could soften privacy concern's repression to purchase. This paper sheds some light on the role communications and marketing actions play in the trust-building and privacy concern area, and how firms could to comfort privacy concern and minimize its negative effects.

keywords： enterprise management privacy concern touchpoints marketing action

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