Purpose

In the aftermath of data breaches, many firms offer compensation to affected customers to recover from damaged customer sentiments. To understand the effectiveness of such compensation offerings, Goode et al. (2017) examined the effects of compensation offered by Sony following the PlayStation Network breach in 2011. Although Goode et al. (2017) present key insights on data breach compensation, it is unclear whether their findings generalize beyond the context of subscription-based gaming platforms whose customers are young and experience substantial switching costs. To address this issue, we conducted a methodological replication in a retail context with low switching costs.

Design/methodology/approach

In our replication, we examine the effects of compensation offered by Home Depot in the aftermath of its data breach in 2014. Home Depot is the largest home improvement retailer in the US and presents a substantially different context. Data were collected from 901 participants using surveys.

Findings

Our results were consistent with the original study. We found that in retail breaches, effective compensation needs to meet customers' expectations because overcompensation or undercompensation leads to negative outcomes, such as decreased repurchase intention.

Originality/value

Our study provides insights into the effectiveness of compensation in the retail context and confirms the findings of Goode et al. (2017).

中文翻译：

---

用户补偿作为数据违规恢复行动：一种基于Home Depot违规的方法复制和泛化性调查

目的

在数据泄露之后，许多公司向受影响的客户提供补偿，以从受损的客户情绪中恢复过来。为了了解这种补偿产品的有效性，Goode等人。（Goode et al。（2017））研究了2011年PlayStation Network漏洞后索尼提供的补偿的影响。（2017）提出了关于数据泄露补偿的关键见解，目前尚不清楚他们的发现是否能推广到超越基于订阅的游戏平台的背景，而这些平台的客户还很年轻并且经历了巨大的转换成本。为了解决此问题，我们在零售环境中以较低的转换成本进行了方法学复制。

设计/方法/方法

在我们的复制中，我们研究了Home Depot在2014年数据泄露后所提供的补偿的影响。HomeDepot是美国最大的家居装饰零售商，其情况大相径庭。使用调查从901名参与者中收集数据。

发现

我们的结果与原始研究一致。我们发现，在零售违规行为中，有效补偿需要满足客户的期望，因为过度补偿或补偿不足会导致负面结果，例如回购意向降低。

创意/价值

我们的研究提供了零售环境下补偿有效性的见解，并证实了Goode等人的发现。（2017）。