Striking a balance

Abstract

This study explores the impact of information sensitivity on consumer behavior in smart retailing contexts. Findings reveal that consumers perceive different levels of sensitivity in information requests, influencing their willingness to disclose data, use technology, and satisfaction levels. Risk perceptions and suspicion emerge as explanatory mechanisms, indicating that perceived risks and doubts about company motives intensify the negative effects of sensitivity. Managerially, companies must balance leveraging customer information with respecting privacy concerns. Strategies like transparency policies and providing options for sharing basic versus sensitive data can mitigate consumer apprehensions.