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首页> 外文期刊>Journal of Marketing >The Effect of a Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer
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The Effect of a Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer

机译：数据泄露公告对客户行为的影响：来自多渠道零售商的证据

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In this study, the authors assess the effects of a data breach announcement (DBA) by a multichannel retailer on customer behavior. They exploit a natural experiment and use individual customer transaction data from the retailer to conduct a detailed and systematic empirical examination of the effects of a DBA on customer spending and channel migration behavior. To identify the effects, the authors compare the change in customer behavior before and after the DBA between a treatment group (customers whose information is breached) and a control group (customers whose information is not breached) using the difference-in-differences modeling framework. They find that although the data breach results in a significant decrease in customer spending, customers of the firm migrate from the breached to the unbreached channels of the retailer. The findings further reflect that customers with a higher retailer patronage are more forgiving because the negative effects of the DBA are lower for customers with a higher level of patronage. The authors propose and empirically test for the role of customer data vulnerability as the behavioral mechanism that drives customer behavior subsequent to a DBA. The authors offer prescriptions for managers on how to engage with customers following DBAs.
机译：在这项研究中，作者评估了多渠道零售商的数据泄露公告（DBA）对客户行为的影响。他们利用自然实验，并使用来自零售商的单个客户交易数据对DBA对客户支出和渠道迁移行为的影响进行详细而系统的实证检验。为了识别影响，作者使用差异建模框架比较了处理组（违反信息的客户）和对照组（违反信息的客户）在DBA之前和之后的客户行为变化。 。他们发现，尽管数据泄露导致客户支出显着减少，但公司的客户已从泄露事件转移到零售商的未违规渠道。调查结果进一步反映出，零售商光顾的顾客更为宽容，因为DBA对光顾较高的顾客的负面影响较小。作者提出并凭经验测试了客户数据漏洞作为驱动DBA之后客户行为的行为机制的作用。作者为管理人员提供了如何遵循DBA与客户互动的规定。

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