The Dark Side of Personalization

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Literature Background
  • Personalization vs. Customization
  • Personalization in an Online Marketing Environment
• Conceptual Framework and Hypotheses
  • Privacy Concerns and CFIP
  • Control of Personal Data and CFIP
  • Data Gathering Method - Overt and Covert Approach
  • Use of Data - Authorized Primary Use or Unauthorized Secondary Use
  • Willingness to Transact
  • Customers' Value of Online Personalization
  • Risk Beliefs of Online Personalization
  • Perceived Usefulness of Online Personalization
  • Moderating Role of Trust Beliefs between Use of Data and CFIP
• Research Design
  • Data Collection Process
  • Sample Description
  • Questionnaire Design
  • Measures
  • Scale Validity and Reliability
  • Data Analysis and Results
  • Model Evaluation
  • Main Effects and Path Coefficients
  • Indirect Effects
  • Moderation Analysis
• Discussion and Conclusion
  • Theoretical Implications
  • Managerial Implications
  • Limitations and Future Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study aims to explore the relationship between different methods of data collection, data usage, and concerns about information privacy. It investigates how these privacy concerns affect perceptions of value, risk, and usability of personalized online experiences, ultimately influencing users' willingness to engage with websites.

• Impact of data collection and usage on information privacy concerns
• Influence of privacy concerns on user perceptions of personalization value, risk, and usability
• Relationship between perceived value, risk, and usability and user willingness to transact
• Development and validation of a conceptual framework to explain the connections between these factors
• Exploration of the potential moderating role of trust in the relationship between data use and privacy concerns

Zusammenfassung der Kapitel (Chapter Summaries)

The study begins by establishing a foundation of literature on personalization and its role in online marketing. It introduces the concept of privacy concerns in relation to information privacy and control over personal data. The study then develops a conceptual framework and outlines hypotheses to explore the influence of different data collection and use methods on privacy concerns, perceptions of value, risk, and usability, and ultimately, users' willingness to transact.

The research design section describes the data collection process, the sampling method employed, and the construction of the questionnaire. It provides details on the measures used, scale validity and reliability, data analysis methods, and the evaluation of the model developed. The study then presents the main effects and path coefficients derived from the data analysis, followed by an examination of indirect effects and the moderating role of trust.

Schlüsselwörter (Keywords)

This study focuses on the impact of personalization strategies on information privacy and user behavior in online environments. Key concepts include privacy concerns, online data collection, unauthorized secondary use of data, user willingness to share information, and willingness to transact. The study explores how different data collection and use methods influence users' perceptions of value, risk, and usability, ultimately impacting their willingness to engage with websites.