What You Perceive Is, What You Behave: Influence of Behavioral Tracking Practices on Consumer’s Repurchase Intention
Social media platforms and online shopping sites have become a great source of consumer information for many big companies but how to effectively use this big data so that it does not create any negative impact is still a big posing question. To effectively use the data which is collected from the online behavior (browsing activities, search history, website visits, etc.) of consumer, marketers are providing the consumers with the personalized advertisements to increase the click-through rates and online purchases. The paper provides a conceptual framework of the consumer perception of the repurchase intention from trusted shopping sites and presents an overview of how consumer evaluations (risks & benefits) of behavioral tracking practices associated with the behavior of consumers. As for the acceptance of behavioral tracking practices, the paper shows that the positive perception of the same plays an important role. Finally, the results highlight that perception has a direct positive impact on repurchases intention from the online trusted websites. In light of these, managerial implications and scope of future research are discussed.