When the Online Social Presence Is Undesirable? the Effects of Online Anthropomorphism, Need For Interaction and Social Exclusion on Consumers’ Privacy Concern

This research investigates the effect of anthropomorphism on consumers’ privacy concern in the context of online services. Through a qualitative study and two experiments, we find that people with high NFI show higher privacy concern about anthropomorphized shopping webpages. Moreover, this effect gets stronger when they are socially excluded.



Citation:

Yi Xie and Ke Chen (2013) ,"When the Online Social Presence Is Undesirable? the Effects of Online Anthropomorphism, Need For Interaction and Social Exclusion on Consumers’ Privacy Concern", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 255-256.

Authors

Yi Xie, University of International Business & Economics, China
Ke Chen, University of International Business & Economics, China



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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