{"title":"信息透明何时能减少个性化的负面影响?认知需要和知觉控制的作用","authors":"Laetitia Lambillotte, Yakov Bart, Ingrid Poncin","doi":"10.1177/10949968221095557","DOIUrl":null,"url":null,"abstract":"Companies increasingly use personalization to offer a better experience to their customers. Online personalization enables them to learn from customers’ data and adapt their website content accordingly. Although customers may value personalization, it may also trigger privacy concerns. In this context, both regulators and firms need a better understanding of the process underlying the effect of personalization on privacy concerns, as well as the role of information transparency in this process. Drawing on signaling theory, the authors propose how perceived control may mediate the negative impact of personalization on privacy concerns and hypothesize that the interaction effect of personalization and information transparency depends on customer need for cognition. Findings from two experimental studies show that perceived control is lower on personalized websites than on nonpersonalized websites, which leads to privacy concerns. However, the presence of a transparency message can mitigate the negative effect of website personalization for customers who are in low need for cognition.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8000,"publicationDate":"2022-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"When Does Information Transparency Reduce Downside of Personalization? Role of Need for Cognition and Perceived Control\",\"authors\":\"Laetitia Lambillotte, Yakov Bart, Ingrid Poncin\",\"doi\":\"10.1177/10949968221095557\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Companies increasingly use personalization to offer a better experience to their customers. Online personalization enables them to learn from customers’ data and adapt their website content accordingly. Although customers may value personalization, it may also trigger privacy concerns. In this context, both regulators and firms need a better understanding of the process underlying the effect of personalization on privacy concerns, as well as the role of information transparency in this process. Drawing on signaling theory, the authors propose how perceived control may mediate the negative impact of personalization on privacy concerns and hypothesize that the interaction effect of personalization and information transparency depends on customer need for cognition. Findings from two experimental studies show that perceived control is lower on personalized websites than on nonpersonalized websites, which leads to privacy concerns. However, the presence of a transparency message can mitigate the negative effect of website personalization for customers who are in low need for cognition.\",\"PeriodicalId\":48260,\"journal\":{\"name\":\"Journal of Interactive Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":6.8000,\"publicationDate\":\"2022-07-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/10949968221095557\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10949968221095557","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
When Does Information Transparency Reduce Downside of Personalization? Role of Need for Cognition and Perceived Control
Companies increasingly use personalization to offer a better experience to their customers. Online personalization enables them to learn from customers’ data and adapt their website content accordingly. Although customers may value personalization, it may also trigger privacy concerns. In this context, both regulators and firms need a better understanding of the process underlying the effect of personalization on privacy concerns, as well as the role of information transparency in this process. Drawing on signaling theory, the authors propose how perceived control may mediate the negative impact of personalization on privacy concerns and hypothesize that the interaction effect of personalization and information transparency depends on customer need for cognition. Findings from two experimental studies show that perceived control is lower on personalized websites than on nonpersonalized websites, which leads to privacy concerns. However, the presence of a transparency message can mitigate the negative effect of website personalization for customers who are in low need for cognition.
期刊介绍:
The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.