Résumé
Considering the heightened threats posed by unethical methods in companies' collection and usage of consumer data, in this research we introduce a privacy score and examine its interactive effects with a brand on consumers' perceptions of vulnerability and their intention to purchase connected devices. Grounded in signalling theory, this research presents an experiment in which both the privacy score and the brand are manipulated to investigate how consumers use signals to cope with information asymmetries when purchasing smart speakers. Findings show that a favourable privacy score reduces perceived vulnerability and increases purchase intention. However, this effect is brand dependent and maximized for untrustworthy brands. Overall, this research enhances our understanding of the privacy paradox and the interactive effects of signals.