Sell your soul for a pot of gold: Privacy paradox in surveillance capitalism

The current study aims to examine the underlying psychological processes involved in privacy protection behaviors among tourists in retail environments using surveillance technologies. Protection Motivation Theory (PMT) and Privacy Calculus Theory (PCT) were employed to understand threat and coping appraisals, benefits (control vs monetary), and their relationships with protective behavioral intentions and actual behaviors. Data was collected from 554 respondents who had visited a retail store while traveling in the past 6 months using an online questionnaire. Three structural equation models, full mediation, partial mediation, and moderated mediation were tested and compared. The partial mediation model exhibited the best fit. Perceived severity and susceptibility increased protective behavioral intentions, while self-efficacy decreased intentions. Control compensation positively influenced intentions only. Behavioral intentions partially mediated relationships between independent variables and actual protective behaviors. No significant moderation effects were found. Integrating PMT and PCT addresses a significant gap in examining tourists’ privacy-protective behaviors in retail surveillance contexts. Additionally, it clarifies the effectiveness of control and monetary benefits in mitigating privacy concerns.