Customer privacy concerns in the omnichannel consumer journey

Purpose The objective of this paper is to study how specific online shopping variables (online customer experience, e-satisfaction and e-trust) influence customer privacy concerns on the omnichannel consumer journey through privacy and risk calculus mechanisms. Design/methodology/approach The methodology is based on 1,123 surveys of Spanish consumers: one sample is of omnichannel behaviour and the other of those who searched and purchased only online. Findings In general, the three variables exert a significant influence on privacy concerns, but online customer experience has the greatest impact. Privacy and risk calculus mechanisms influence customer privacy concerns through e-satisfaction and e-trust, respectively. Both mechanisms are interconnected, so that privacy calculus influences risk calculus. While privacy and risk calculus mechanisms significantly influence privacy concerns on the online consumer journey, only online customer experience has a significant influence on the omnichannel consumer journey. Originality/value To analyse privacy concerns comparing omnichannel shopping with online shopping.