“We think you may like this”: An investigation of electronic commerce personalization for privacy‐conscious consumers

Abstract

In this study, we examine and propose a personalization technology acceptance model (TAM) for e‐commerce. We conducted a 2 (Privacy concerns priming vs. Control condition) × 2 (Personalization vs. Nonpersonalization) factorial, between‐subjects experiment among college students (Study 1, N = 205) and adult samples (Study 2, N = 211). The findings indicate consumers' perceived usefulness of personalization technology is positively related to their behavioral intentions to use an e‐commerce mobile app, supporting Davis (1989)'s TAM. Data further demonstrate that consumers' privacy concerns (i.e., Study 1) and willingness to self‐disclose (i.e., Study 2) moderate the personalization–behavioral intention relationship. Overall, the efficacious operation of personalization technology in e‐commerce depends on the usefulness and precision of personalized recommendations as well as consumers' privacy concerns and preferences in trading off personal information.

Application of Information Encryption Technology in Computer Network Communication Security

“…In recent years, the continuous progress of network technology has greatly promoted the development of e-commerce industry. The application of data encryption technology in this field can better meet the development needs of ecommerce [10]. The emergence of e-commerce has greatly changed people's production, life, and social production mode.…”

The personalization–privacy paradox at the nexus of social exchange and construal level theories

“…As social exchange theory proposes (Blau, 1964), disclosing personal information to get personalized recommendations represents a social exchange, and marketing exchanges represent an estimated 70% of the economic impact of the data‐driven economy (Deighton & Johnson, 2013). Yet these benefits are constrained by privacy concerns (Bright et al, 2021; Maseeh et al, 2021; Song et al, 2021), and consumers are skeptical about the benefits they receive in exchange for their personal profile data. These challenges create a personalization–privacy paradox (Awad & Krishnan, 2006; Cloarec, 2020; Sutanto et al, 2013).…”

Digital technologies and privacy: State of the art and research directions

“…Finally, as multiple researchers contend (Maseeh et al, 2021;Song et al, 2021), most studies on consumer privacy are cross-sectional,…”

“…Yet, the original formulation of the TAM model does not fully incorporate the growing privacy concerns stemming from the adoption of digital technologies into its conceptual structure. Thus, Song et al (2021) incorporate privacy concerns into the TAM model, showing that consumers' privacy concerns and willingness to self‐disclose significantly moderate the personalization‐intention relationship. Specifically, they found that the usefulness and the accuracy of personalized recommendations on e‐commerce websites are insufficient to drive “consumers” behavioral intention as long as “consumers” privacy concerns and self‐disclosure preferences are not fully addressed.…”

“…Finally, as multiple researchers contend (Maseeh et al, 2021; Song et al, 2021), most studies on consumer privacy are cross‐sectional, and longitudinal studies can provide richer insights. Marketers use multiple data sources on consumers across time and conduct sophisticated analyses to target consumers with personalized offerings.…”