Abstract/Summary

This study adopts the Communication Privacy Management Theory (CPM), and the Social Exchange Theory (SET) to investigate consumers’ trust, commitment, and satisfaction behaviours on companies’ value co-creation, and aims to find out how the privacy concerns of consumers affect consumer behaviour on the way of creating value for the organisation. Prior studies show the negative relationship between trust and privacy concerns (Cases et al. 2010), and privacy concerns and value co-creation (Tajvidi et al. 2018; Wang and Hajli 2014) consumer commitment and satisfaction (Inman and Nikolova 2017; Wang et al. 2019). Hence, we propose that high level of trust in usage of online social sites have a significant negative effect on privacy concerns (H1), high level of privacy concerns have a significant negative effect on creation of value for the organization (H2), and high level of privacy concerns in usage of online social sites have a significant negative effect on consumers’ commitment (H3), and satisfaction (H4). Trust can also lead consumers’ value co-creation behaviors. According to Dabhholkar and Sheng (2012), the consumers’ trust level is related to their participation in online communities. If consumers’ trust increases, they will be more eager to provide to the community by sharing knowledge, participating in debates, and creating relationships with others which drives value co-creation by producing data and interaction (Pappas 2016; Toufaily et al. 2013). Hence, we propose that high level of commitment in usage of online social sites, leads to create value for the organization (H5), high level of satisfaction in usage of online social sites, leads to create value for the organization (H6), and high level of trust in usage of online social sites, leads to create value for the organization (H7). An online survey is distributed to collect the data in two countries (UK and Turkey). The preliminary data is analysed, and the analyses show that the relationship between trust and privacy concerns, and privacy concerns and value co-creation, commitment, and satisfaction are not significant (H1, H2, H3, H4 are rejected). Satisfaction and value co-creation relationship is found to be significant for Turkey, but not significant for the UK (H6), and commitment and value co-creation and trust and value co-creation relationships are both significant (H5 and H7). The multigroup analysis with the overall model does not show any statistically significant differences between the two countries. As the global competition between organisations are increasing in these days, a better understanding of how big data becomes valuable organisational asset is necessary for developing and obtaining a long-term success for cross-cultural perspective, and this study contributes to literature by investigating the privacy concerns of consumers from value co-creation perspective.