:

Hyeongseok Kim1, Seunghee Han1

  • 1Department of Business Administration, Chung-Ang University, Seoul 06974, Republic of Korea.

概括

当消费者隐私问题很高时,个性化的营销可能会产生反作用. 高度侵入性个性化不如中度,上下文个性化有效,特别是当隐私问题受到关注时.

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