THE EFFECT OF PERCEIVED PRIVACY ON CONSUMERS’ BEHAVIORAL INTENTIONS: AN APPLICATION TO RESTAURANT SETTINGS IN QATAR

Abstract

The topic of atmospherics and how they impact consumer behavior has been studied extensively in marketing literature within retailing contexts. However, the impact of perceived privacy on consumer responses has not been thoroughly examined. The aim of this study is to examine the impact of perceived privacy on behavioral intentions in restaurant settings. The moderating effect of personal cultural orientation and mediating effect of emotions are examined. This study is conducted in restaurant settings within Qatar, an Arab-Islamic country with a significant privacy ethos. Data is collected from 129 Qataris and analyzed using PROCESS. Theoretically, this study sets a precedent for the consideration of privacy as an important determinant in the service setting. This study also provides valuable managerial implications about the effect of perceived privacy on repurchase/revisit intentions. Through utilizing the knowledge obtained here, managers can cater to and trigger positive emotions that lead to favorable behavioral responses.