Understanding Ecommerce Consumer Privacy From the Behavioral Marketers' Viewpoint

Understanding Ecommerce Consumer Privacy From the Behavioral Marketers’ Viewpoint by Brenda Ivory MBA, University of New Haven, 1992 MS, Rennselaer at Hartford, 2002 BS, Western New England University, 1979 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2019 Abstract Ecommerce sales were expected to increase to $4.8 trillion dollars in 2021 for online retailers in the United States. Behavioral marketers increase sales and revenue by targeting potential customers based on the use of ecommerce consumers’ personal information. This correlational research study was framed with the theory of plannedEcommerce sales were expected to increase to $4.8 trillion dollars in 2021 for online retailers in the United States. Behavioral marketers increase sales and revenue by targeting potential customers based on the use of ecommerce consumers’ personal information. This correlational research study was framed with the theory of planned behavior. The participants were behavioral marketers based in the United States who completed an online survey. The data were analyzed using multiple regressions and analysis of variance analyses to answer the research question. The results of the analysis answered the research question regarding the correlation between behavioral marketer’s attitudes, social norms, and perceived behavioral control (PBC), especially concerning the collection of ecommerce consumers’ personal information. The results of the analyses indicated attitude is a strong predictor for behavior intention, as indicated by a positive correlation. The ρ value was greater than . 05; therefore, the null hypothesis was rejected. The social norms and PBC variables were not significant. Social norms resulted in F (14,18) = 2.298, ρ = . 026. The p value is less than . 05; therefore, the null hypothesis was accepted. PBC results were F (78,5) = 4.263, ρ = . 048. The p value was less than . 05; therefore, the null hypothesis was accepted. The findings showed that behavioral marketers have a strong correlation between their attitude and intention to protect ecommerce privacy. Behavioral managers might benefit from this study and contribute to social change by taking the lead in their organizations to change data collection methods to reduce the number of security breaches. Understanding Ecommerce Consumer Privacy From the Behavioral Marketers’ Viewpoint by Brenda Ivory MBA, University of New Haven, 1992 MS, Rennselaer at Hartford, 2002 BS, Western New England University, 1979 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University October 2019 Dedication I dedicate this DBA study to my best friend, my husband, Ronnie. I could not have accomplished this task without your love and support. Your encouragement motivated and energized me at the low points of the DBA process. I appreciate the sacrifices you made so I could spend time at the library. Acknowledgments I want to acknowledge my village. First, my family members and friends who understood my time commitment to this DBA study. I missed many special occasions and events. This was a long journey made possible by the understanding and assistance of my husband, son, and granddaughters. Second, my Walden University community: Dr. Thomas Schaefer as my committee chair you provided guidance and the encouragement, I needed to complete my DBA journey. Dr. James Glenn and Dr. Janet Booker thank-you for your commitment to excellence. Third, I want to acknowledge the D ’Amour library staff at Western New England University. I spent many hours on the second level writing my DBA study. Fourth, the members of the American Marketing Association were instrumental with launching my survey. Finally, I thank my Lord and Savior for giving me the courage to continue, when I had every reason to quit.