Service Security Breaches: The Impact of Comparative Optimism

Keywords

Comparative optimism; Data breach; error locality; error management; negative word-of-mouth

Abstract

The main purpose of this research is to examine the joint effects of error management, error locality, and individuals' comparative optimism on consumers' attitudes and intentions to spread negative word-of-mouth. To explore consumers' reactions, a 2 (Error management: Yes vs. No) x 2 (Error locality: Focal vs. Competitor) x 2 (Comparative optimism: High vs. Low) experiment was employed. Results indicated that when the focal hotel is breached, individuals who are high on comparative optimism exhibit more positive attitudes and a lower level of intentions to spread negative word-of-mouth when error management is presented (vs. no error management). When a competitor is breached, people show similar levels of attitudes and behavioral intentions regardless of the conditions of error management. Findings of this research contribute to strategic planning and policymaking regarding information security.

Publication Date

12-2022

Original Citation

Zhang, L., Wei, W., & Hua, N. (2022). Service security breaches: the impact of comparative optimism. Service Industries Journal, 42(15/16), 1190–1210. https://doi.org/10.1080/02642069.2020.1861251

Document Type

Paper

Language

English

Source Title

Service Industries Journal

Volume

42

Issue

15-16

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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