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

IF 6.8 1区 管理学 Q1 BUSINESS
Laetitia Lambillotte, Yakov Bart, Ingrid Poncin
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引用次数: 2

摘要

公司越来越多地使用个性化为客户提供更好的体验。在线个性化使他们能够从客户的数据中学习,并相应地调整他们的网站内容。尽管客户可能看重个性化,但它也可能引发隐私问题。在这种情况下,监管机构和公司都需要更好地理解个性化对隐私问题的影响背后的过程,以及信息透明度在这一过程中的作用。利用信号理论,作者提出了感知控制如何调解个性化对隐私问题的负面影响,并假设个性化和信息透明度的交互效应取决于客户的认知需求。两项实验研究的结果表明,个性化网站的感知控制低于非个性化网站,这导致了对隐私的担忧。然而,透明信息的存在可以减轻网站个性化对认知需求低的客户的负面影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
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.
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