When promotions do not work: the role of privacy concerns in creating an online account

Purpose Many sport fans are intrinsically (e.g. acquisition of knowledge) and/or extrinsically (e.g. promotions) motivated to join an online platform; however, privacy concerns may prevent them from doing so. The purpose of this study is to investigate the joint impact of privacy concerns, promotions and acquisition of knowledge on sport consumers' decision-making process in creating online accounts. In addition, the current study aims to examine the role of privacy concerns as a boundary condition in the proposed model. Design/methodology/approach A total of 411 sport fans were recruited in an online survey. Confirmatory factor analysis (CFA) was performed, and a mediation and a moderated-moderated mediation analysis were conducted to test hypotheses. Findings The results of the mediation analysis indicated that there were significant direct and indirect effects of the acquisition of knowledge on intention to create online accounts via attitude toward creating an online account. The results of three-way interaction analysis revealed that the moderating effect of promotions on the relationships among acquisition of knowledge, attitude toward creating online accounts and intention to create online accounts was profound only when the level of privacy concerns was low. Originality/value This current research theoretically contributes to the current body of knowledge by identifying that privacy concerns can play as a boundary condition in the proposed model. In terms of practical implications, the outcomes provide marketers with nuanced insights that their promotions, regardless of their attractiveness, may not always work out.