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EMAC 2020 Annual Conference

To opt in or out? – The impact of perceived benefits and loyalty on GDPR consent to personal data collection and profiling in a retail chain store

Published: May 27, 2020


Magdalini Soureli, Piraeus Bank; Ioannis Chaniotakis, Piraeus Bank; Maria Salamoura, University of the Aegean, Business School


consent; data; retail


GDPR implementation requires from companies to get their customers’ consent to their personal data collection and profiling prior to any targeting for cross-selling and up-selling of customized offers and communication of personalized messages. Following this, an investigation into the factors that drive consumers’ relative consent should be very useful, but so far without any empirical evidence. This piece of research identifies some of the key variables that impact on customers’ intention to consent, focusing on the retail context of electronic equipment chain stores. A new research model is developed and tested providing evidence for the key role of both tangible and intangible rewards, the importance of privacy protection belief and the direct impact of store loyalty on willingness to provide GDPR consent.