The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy

This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and brand advocacy. This study extends brand heritage research by exploring brand heritage in a new context (social commerce sites). To test the hypotheses, an online survey was conducted, and a total of 321 responses were collected from Amazon users in the US. The data were analyzed by using the Partial Least Squares-Structural Equation Modelling (PLSSEM). Findings revealed that the brand heritage of social commerce sites has a significant negative influence on consumers' perceived privacy risk, which in turn has a significant negative impact on brand equity and brand advocacy.