University of Twente Student Theses
A quantitative study on the effect of cognitive trust and emotional violation on repurchase intention after a data breach
Leussen, Lauren van (2023) A quantitative study on the effect of cognitive trust and emotional violation on repurchase intention after a data breach.
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| Abstract: | In today's society, where the internet continues to grow, more and more companies are using online data. Because these companies are so dependent on this online data, it makes them extra vulnerable to cyber security threats such as data breaches. An example of such a company is Netflix, one of the largest online streaming services at the moment. This study investigated the repurchase intent of Netflix customers after they read that their data had been leaked during a cyberattack. To be specific, we investigated the effect of cognitive trust and emotional violation on repurchase intention after reading a data breach announcement. This research was conducted by distributing online surveys, after which 265 people participated in the study. The study showed that, in a data breach context, cognitive trust has a positive and significant effect on repurchase intention and that emotional violation has a negative and significant effect on repurchase intention. Hence, this study emphasizes that it is imperative for companies to prioritize and invest in data security measures. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/95362 |
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