Are Firms Perceived As Safer After an Information Breach?

Hsiao-Ching Kuo, University South Florida, USA
Sajeev Varki, University South Florida, USA
With hackers being active in their attempts to steal customer information, prior research has focused on how information breach influences firms at an aggregate level. We examine consumers’ decision at the individual level and find that consumers would feel safer to stay with the breached firm if attack is random.
[ to cite ]:
Hsiao-Ching Kuo and Sajeev Varki (2014) ,"Are Firms Perceived As Safer After an Information Breach? ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 562-563.