A Cross-Country Investigation of Online Privacy and E-Loyalty Intentions Relationship: A Comparison Between Turkey and Russia

Abstract

E-commerce has dramatically changed the way customers and organizations behave and function today. Nevertheless, ensuring customer loyalty in online mediums is a challenging task. Extant literature suggests various factors that affect customers’ online loyalty intentions including online privacy, which has been an understated concept. Thus, it is critical to investigate the effect of online privacy on e-loyalty intentions. Studies have also mentioned that customers’ attitudes and behaviors in online might be affected by country and culture specific characteristics. Therefore, our study examines the relationship between online privacy and e-loyalty intentions in the context of two countries with limited e-commerce use, Turkey and Russia. Findings based on data collected from 325 participants confirm an indirect relationship between online privacy and e-loyalty intentions through e-satisfaction while online privacy - esatisfaction association has been found to be stronger in Russia than Turkey. Our study further discusses theoretical and practical implications.