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1 – 10 of 492
Article
Publication date: 9 May 2023

Ali Abdallah Alalwan, Abdullah M. Baabdullah, Mutaz M. Al-Debei, Ramakrishnan Raman, Hitmi Khalifa Alhitmi, Amjad A. Abu-ElSamen and Yogesh K. Dwivedi

There is always a need to discover how a paradox between a customer’s desire for a more personalized experience and their privacy and security concerns would shape their intention…

Abstract

Purpose

There is always a need to discover how a paradox between a customer’s desire for a more personalized experience and their privacy and security concerns would shape their intention to continue using contactless payment methods. However, personalizationprivacy paradox has not been well-covered over the area of contactless payment. Therefore, this study aims to empirically examine the impact of personalizationprivacy paradox on the customers’ continued intention (CIN) to use contactless payment.

Design

/methodology/approach – The empirical part of the current study was conducted in Saudi Arabia by collecting the primary data using online questionnaire from a convenience sample size of 297 actual users of contactless payment methods.

Findings

Based on structural equation modeling, personalization and privacy invasion were approved to significantly impact perceived value of information disclosure (PVD). Strong causal associations were confirmed between perceived severity, structural assurance and response cost with privacy invasion. Finally, both PVD and privacy invasion significantly predict CIN.

Research limitations/implications

There are other important factors (i.e. technology interactivity, technology readiness, social influence, trust, prior experience, etc.) were not tested in the current study. Therefore, future studies would pay more attention regarding the impact of these factors. The current study data were also collected using a convenience sample of actual users of contactless payment methods. Therefore, there is a concern regarding the generalizability of the current study results to other kind of customers who have not used contactless payment.

Originality/value

This study has integrated both personalizationprivacy paradox and protection motivation theory in one model. The current study holds value in providing a new and complete picture of the inhibitors and enablers of customers’ CIN to use contactless payment, including new types of inhibitors. Furthermore, personalizationprivacy paradox has not been fully examined over the related area of Fintech and contactless payment in general. Therefore, this study was able to extend the theoretical horizon personalizationprivacy paradox to new area (i.e. contactless payment) and new cultural context (Saudi Arabia).

Details

International Journal of Bank Marketing, vol. 42 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 14 June 2023

Fatema Kawaf, Annaleis Montgomery and Marius Thuemmler

The paper addresses the privacypersonalisation paradox in the post-GDPR-2018 era. As the regulation came in a bid to regulate the collection and use of personal data, its…

Abstract

Purpose

The paper addresses the privacypersonalisation paradox in the post-GDPR-2018 era. As the regulation came in a bid to regulate the collection and use of personal data, its implications remain underexplored. The research question is: How do consumers perceive the matter of personal data collection for the use of highly targeted and personalised ads post-GDPR-2018? The invasion of privacy vs the benefits of highly personalised digital marketing.

Design/methodology/approach

To address the research question, this qualitative study conducts semi-structured interviews with 14 individuals, consisting of average users and digital experts.

Findings

This paper reports on increasing consumer vulnerability post-GDPR-2018 due to increased awareness of personal data collection yet incessant lack of control, particularly regarding the repercussions of the digital footprint. The privacy paradox remains an issue except among experts, and personalisation remains necessary, yet critical challenges arise (e.g. filter bubbles and intrusion).

Practical implications

Policy implications include education, regulating consent platforms and encouraging consensual sharing of personal data.

Originality/value

While the privacypersonalisation paradox has been widely studied, the impact of GDPR-2018 has rarely been addressed in the literature. GDPR-2018 has seemingly had little impact on instilling a sense of security for consumers; if anything, this paper highlights greater concerns for privacy as users sign away their rights on consent forms to access websites, thus contributing novel insights to this area of research.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 14 January 2022

Hua Fan, Bing Han, Wei Gao and Wenqian Li

This study serves two purposes: (1) to evaluate the effects of organizational ambidexterity by examining how the balanced and the combined sales–service configurations of chatbots…

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Abstract

Purpose

This study serves two purposes: (1) to evaluate the effects of organizational ambidexterity by examining how the balanced and the combined sales–service configurations of chatbots differ in their abilities to enhance customer experience and patronage and (2) to apply information boundary theory to assess the contingent role that chatbot sales–service ambidexterity can play in adapting to customers' personalizationprivacy paradox.

Design/methodology/approach

An online survey of artificial intelligence chatbots users was conducted, and a mixed-methods research design involving response surface analysis and polynomial regression was adopted to address the research aim.

Findings

The results of polynomial regressions on survey data from 507 online customers indicated that as the benefits of personalization decreased and the risk to privacy increased, the inherently negative (positive) effects of imbalanced (combined) chatbots' sales–service ambidexterity had an increasing (decreasing) influence on customer experience. Furthermore, customer experience fully mediated the association of chatbots' sales–service ambidexterity with customer patronage.

Originality/value

First, this study enriches the literature on frontline ambidexterity and extends it to the setting of human–machine interaction. Second, the study contributes to the literature on the personalizationprivacy paradox by demonstrating the importance of frontline ambidexterity for adapting to customer concerns. Third, the study examines the conduit between artificial intelligence (AI) chatbots' ambidexterity and sales performance, thereby helping to reconcile the previously inconsistent evidence regarding this relationship.

Details

International Journal of Emerging Markets, vol. 17 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Open Access
Article
Publication date: 13 January 2023

Bianca Kronemann, Hatice Kizgin, Nripendra Rana and Yogesh K. Dwivedi

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of…

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Abstract

Purpose

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of AI, personalisation and privacy concerns influence consumers’ attitudes and encourage disclosure of their private information.

Design/methodology/approach

This research draws upon the personalisation-privacy paradox (PPP) and privacy calculus theory (PCT) to address the research question and examine how AI can influence consumer information disclosure. It is proposed that anthropomorphism of AI and personalisation positively influence consumer attitudes and intentions to disclose personal information to a digital assistant, while privacy concerns negatively affect attitude and information disclosure.

Findings

This paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.

Originality/value

Building upon PPP and PCT, this paper presents a view on the benefits and drawbacks of AI from a consumer perspective. This paper contributes to literature by critically reflecting upon on the question how consumer information disclosure is influenced by AI. In addition, seven RPs and future research areas are outlined in relation to privacy and consumer information disclosure in relation to AI.

¿Cómo anima la IA a los consumidores a compartir sus secretos?

El papel del antropomorfismo, la personalización y los problemas de privacidad y perspectivas para la investigación futura

Resumen

Propósito

Este artículo explora la pregunta general de investigación “¿Cómo puede influir la inteligencia artificial (IA) en la divulgación de información por parte de los consumidores? Se analiza cómo el antropomorfismo de la IA, la personalización y la preocupación por la privacidad influyen en la actitud de los consumidores y fomentan la revelación de su información privada.

Diseño/metodología/enfoque

Esta investigación se basa en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad para abordar la pregunta de investigación y examinar cómo la IA puede influir en la revelación de información de los consumidores. Se propone que el antropomorfismo de la IA y la personalización influyen positivamente en las actitudes de los consumidores y en su intención de revelar información personal a un asistente digital, mientras que la preocupación por la privacidad afecta negativamente a la actitud y a la revelación de información.

Conclusiones

Este artículo desarrolla un modelo conceptual basado en siete propuestas de investigación para el futuro.

Originalidad

Basándose en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad, este artículo presenta un punto de vista sobre los beneficios e inconvenientes de la IA desde la perspectiva del consumidor. Este artículo contribuye a la literatura al reflexionar de forma crítica sobre la cuestión de cómo influye la IA en la revelación de información del consumidor. Además, se esbozan siete propuestas de investigación y futuras áreas de investigación en relación con la privacidad y la divulgación de información del consumidor en relación con la IA.

人工智能如何

鼓励消费者分享他们的秘密?拟人化、个性化和隐私问题的作用以及未来研究的途径

摘要

目的

本文探讨了 “人工智能如何影响消费者的信息披露?"这一总体研究问题。它考虑了人工智能(AI)的拟人化、个性化和隐私问题是如何影响消费者的态度并鼓励他们披露私人信息的。

设计/方法/途径

本研究借鉴了个性化-隐私悖论和隐私计算理论来解决研究问题, 并研究人工智能如何影响消费者信息披露。本文提出, 人工智能的拟人化和个性化对消费者向数字助理披露个人信息的态度和意图有积极影响, 而隐私问题对态度和信息披露有消极影响。

研究结果

本文在此基础上建立了一个概念模型, 并为未来的研究提出了七个研究命题。

原创性

在个性化-隐私悖论和隐私计算理论的基础上, 本文从消费者的角度提出了对人工智能的好处和坏处的看法。本文通过对消费者信息披露如何受到人工智能影响的问题进行批判性反思, 对文献做出了贡献。此外, 本文概述了与人工智能相关的隐私和消费者信息披露方面的七个研究命题和未来研究领域。

Article
Publication date: 21 March 2016

Elizabeth Aguirre, Anne L. Roggeveen, Dhruv Grewal and Martin Wetzels

– This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications.

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Abstract

Purpose

This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications.

Design/methodology/approach

Drawing on the literature pertaining to different digital mediums, the authors explore how different factors influence consumers’ responses to personalized communications. The current study integrates and reviews prior literature related to personalization, seeking a richer understanding of when personalized communications improve or hinder customer–firm interactions.

Findings

Personalization can both enhance and diminish consumer engagement with the firm: it may heighten privacy concerns because consumers worry about how their data are collected and used, and it can also benefit them in meaningful ways. Thus, firms must use the information that they collect in a strategic manner to balance this personalization-privacy paradox. This paper finds that the benefits of personalization may vary as a function of the medium through which the communication is conveyed. It suggests directions for research in each of these media and strategies firms can implement to mitigate privacy concerns.

Originality/value

This investigation of emerging themes related to search, display, social and mobile communications provides a more comprehensive overview of current research, as well as a foundation for further research into personalization.

Details

Journal of Consumer Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 July 2022

Xuan Quach and Seung Hwan (Mark) Lee

This study aims to profile mobile users based on their need for cognitive closure (NFC) (preference for order, preference for predictability, discomfort with ambiguity…

Abstract

Purpose

This study aims to profile mobile users based on their need for cognitive closure (NFC) (preference for order, preference for predictability, discomfort with ambiguity, close-mindedness and decisiveness) and identify differences among the groups regarding their perceptions of personalized preferences and privacy concerns.

Design/methodology/approach

Based on the data from 285 participants, the authors seek to identify and profile unique consumer segments (mobile users) generated based on their NFC. Second, once the segments are established, the authors analyze how the segments differ across their personalized preferences and privacy concerns.

Findings

The data generated three distinct consumer segments: equivocal users, structured users and eclectic users. Across the segments, there were differences in their mobile personalization (experience, value and actions) and preference for information privacy (perceived risks and fabrication of personal information).

Research limitations/implications

United States (US)-based sample may restrict the generalizability of this research. Thus, future research should include participants from other geographic regions to increase external validity.

Practical implications

Retail managers can apply this knowledge to implement appropriate personalization strategies for these distinct target groups.

Originality/value

Segmenting clusters based on differences in consumption trait (NFC) provides key insights to retailers looking to deliver personalized customer experience, particularly in a mobile shopping context.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 25 February 2019

Joanna Strycharz, Guda van Noort, Natali Helberger and Edith Smit

The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A…

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Abstract

Purpose

The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A wide scope of research has investigated personalisation from a consumer perspective. The current study aims at bridging the consumer and practitioner perspective by entering into a dialogue about the practical application of personalisation. It takes the personalisation process model by Vesanen and Raulas (2006) as the starting point.

Design/methodology/approach

Lead by the exploratory character of the study, semi-structured expert interviews were conducted with marketers, market researchers and online privacy specialists.

Findings

The results showcase how practitioners view the issues present in consumer research. First, they are overly positive about personalisation. Second, they are aware of constraining factors; findings showcase best practices to mitigate them. Finally, practitioners are aware of controversies surrounding personalisation and thus engage in ethical discussions on personalisation.

Research limitations/implications

This study shows that practitioners have somewhat different believes about the utility and appreciation of personalised marketing practices than consumers. It also shows awareness of some of the key concerns of consumers, and that such awareness translates into organisational and technological solutions that can even go beyond what is currently mandated by law. Six insights into personalised marketing as well as expectations for the future of the phenomenon are discussed to steer the research agenda.

Practical implications

Insights into the practice of personalisation contribute to a shared understanding of this phenomenon between involved actors, such as marketers, advertisers, and consumer representatives. In addition, implications for lawmakers are discussed, suggesting that the implementation of privacy laws needs more clarity and that actions aiming at improving consumer knowledge are needed.

Originality/value

The paper contributes to the literature first, by drafting a descriptive map of personalisation from a practitioners’ perspective and contrasting it with the perspective stemming from consumer research and, second, by offering insights into the current developments and direct implications for practice and future research.

Details

European Journal of Marketing, vol. 53 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 September 2016

Cristian Morosan and Agnes DeFranco

The unprecedented development of hotel-branded mobile applications (apps) has been instrumental in facilitating the rich guest–hotel interactions, thus contributing to a high…

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Abstract

Purpose

The unprecedented development of hotel-branded mobile applications (apps) has been instrumental in facilitating the rich guest–hotel interactions, thus contributing to a high personalization of services. For true personalization, guests need to provide personal information via apps. Yet, no study to date has addressed how guests develop intentions to use such apps given the current personalization and privacy challenges. Therefore, this study aims to investigate hotel guests’ intentions to use hotel apps to access personalized services.

Design/methodology/approach

Drawing from personalization-privacy theory, this study conceptualized perceived personalization and privacy concerns as distinct constructs while recognizing two different privacy concerns constructs: general and app-specific privacy concerns. To build a comprehensive structural model that is appropriate for explicating intentions to use hotel apps, this study incorporates consumer psychology and information systems theoretical streams that provide constructs that unequivocally capture the unique set of consumer–app interactions in highly experiential settings such as hotels (e.g. innovativeness and involvement). Using a nation-wide sample of hotel guests from the USA, the model was validated using confirmatory factor analysis and structural equations modeling.

Findings

The predictors explained 79 per cent of the variability in the intentions to use hotel apps to personalize hotel services. The strongest predictor of intentions was involvement, followed by app-related privacy concerns and perceived personalization.

Research limitations/implications

First, this study’s extended theoretical framework was well supported, as it captures relevant elements of the mobile commerce ecosystem (e.g. personalization and privacy), thus extending the classic paradigmatic approach to information systems adoption beyond system beliefs. Second, this study clarifies the distinct roles of personalization and privacy in the context of hotel apps, which has not been examined in the context of m-commerce in hospitality. Third, the study clarifies the role of involvement as the most critical factor that can influence guests’ intentions to use hotel apps when personalization options and privacy concerns exist.

Practical implications

This study offers hotel decision-makers a mapping of the factors, leading to use of hotel apps for purchasing personalized hotel services.

Originality/value

This study provides a first theoretical perspective on the hotel app utilization behaviors that have not been studied so far, but carry a strong strategic and financial significance for the hotel industry (direct distribution, brand consolidation and extensive contact with guests).

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 2 January 2024

Renata Monteiro Martins, Sofia Batista Ferraz and André Francisco Alcântara Fagundes

This study aims to propose an innovative model that integrates variables and examines the influence of internet usage expertise, perceived risk and attitude toward information…

Abstract

Purpose

This study aims to propose an innovative model that integrates variables and examines the influence of internet usage expertise, perceived risk and attitude toward information control on privacy concerns (PC) and, consequently, in consumers’ willingness to disclose personal information online. The authors also propose to test the mediation role of trust between PCs and willingness to disclose information. Trust is not a predictor of PC but a causal mechanism – considering that the focus is to understand consumers’ attitudes and behavior regarding the virtual environment (not context-specific) (Martin, 2018).

Design/methodology/approach

The authors developed a survey questionnaire based on the constructs that compose the proposed model to collect data from 864 respondents. The survey questionnaire included the following scales: internet usage expertise from Ohanian (1990); perceived risk, attitude toward information control, trust and willingness to disclose personal information online from Malhotra et al. (2004); and PC from Castañeda and Montoro (2007). All items were measured on a Likert seven-point scale (1 = totally disagree; 7 = totally agree). To obtain Westin’s attitudinal categories toward privacy, respondents answered Westin’s three-item privacy index. For data analysis, the authors applied covariance-based structural equation modeling.

Findings

First, the proposed model explains the drivers of consumers’ disposition to provide personal information at a level that surpasses specific contexts (Martin, 2018), bringing the analysis to consumers’ level and considering their general perceptions toward data privacy. Second, the findings provide inputs to propose a better definition of Westin’s attitudinal categories toward privacy, which used to be defined only by individuals’ information privacy perception. Consumers’ perceptions about their abilities in using the internet, the risks, their beliefs toward information control and trust also help to delimitate and distinguish the fundamentalists, the pragmatics and the unconcerned.

Research limitations/implications

Some limitations weigh the theoretical and practical implications of this study. The sample size of pragmatic and unconcerned respondents was substantially smaller than that of fundamentalists. It might be explained by applying Westin’s self-report index to classify the groups according to their score regarding PCs. Most individuals affirm having a great concern for their data privacy but still provide online information for the benefit of personalization – known as the privacy paradox (Zeng et al., 2021). It leads to another limitation of this research, given the lack of measures that classify respondents by considering their actual behavior toward privacy.

Practical implications

PC emerges as an important predictor of consumer trust and willingness to disclose their data online, and trust also influences this disposition. Managers need to implement actions that effectively reduce consumers’ concerns about privacy and increase their trust in the company – e.g. adopting a clear and transparent policy on how the data collected is stored, treated, protected and used to benefit the consumer. Regarding the perception of risk, if managers convince consumers that the data collected on the internet is protected, they tend to be less concerned about privacy.

Social implications

The results suggest different aspects influencing the willingness to disclose personal information online, including different responses considering consumers’ PCs. Through their policies and legislation, the authors understand that governments must be attentive to this aspect, establishing regulations that protect consumers’ data in the virtual environment. In addition to regulatory policies, education campaigns can be carried out for both consumers and managers to raise the discussion about privacy and the availability of information in the online environment, demonstrating the importance of protecting personal data to benefit the government, consumers and organizations.

Originality/value

Although there is increasing research on consumers’ privacy, studies have not considered their attitudinal classifications – high, moderate and low concern – as moderators of willingness to disclose information online. Researchers have also increased attention to the antecedents of PCs and disclosure of information but overlooked possible mechanisms that explain the relationship between them.

Details

RAUSP Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2531-0488

Keywords

Article
Publication date: 21 June 2022

Khalid Mehmood, Katrien Verleye, Arne De Keyser and Bart Larivière

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this…

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Abstract

Purpose

Over the last 50 years, increased attention for personalization paved the way for one-to-one marketing efforts, but firms struggle to deliver on this promise. The purpose of this manuscript is to provide a complete picture on personalization, develop a future research agenda and put forth concrete advice on how to move the field forward from a theoretical, methodological, contextual, and practical viewpoint.

Design/methodology/approach

This research follows a systematic literature review process, providing an in-depth analysis of 135 articles (covering 184 studies) to distill the (1) key building blocks and components of personalization and (2) theoretical, contextual, and methodological aspects of the studies.

Findings

This manuscript uncovers six personalization components that can be linked to two personalization building blocks: (1) learning: manner, transparency, and timing and (2) tailoring: touchpoints, level, and dynamics. For each of these components, the authors propose future research avenues to stimulate personalization research that accounts for challenges in today's data-rich environments (e.g. data privacy, dealing with new data types). A theoretical, contextual, and methodological (i.e. industry, country and personalization object) review of the selected studies leads to a set of concrete recommendations for future work: account for heterogeneity, embed theoretical perspectives, infuse methodological innovation, adopt appropriate evaluation metrics, and deal with legal/ethical challenges in data-rich environments. Finally, several managerial implications are put forth to support practitioners in their personalization efforts.

Originality/value

This research provides an integration of personalization research beyond existing and outdated review papers. Doing so, it accounts for the impact of new technologies and Artificial Intelligence and aims to advance the next generation of knowledge development on personalization.

Details

Journal of Service Management, vol. 34 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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