触发个性化反弹效应:局势隐私关注的温和作用
Hyeongseok Kim1, Seunghee Han1
1Department of Business Administration, Chung-Ang University, Seoul 06974, Republic of Korea.
Behavioral sciences (Basel, Switzerland)
|October 29, 2025
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.
科学领域:
- 消费者心理学 消费者心理学
- 营销科学 营销科学
- 数字通信数字通信
背景情况:
- 个性化营销提供了好处,但面临着越来越多的消费者隐私问题所带来的挑战.
- 了解个性化的失败点对于有效的营销策略至关重要.
研究的目的:
- 调查信息个性化水平与情境隐私问题之间的相互作用.
- 确定个性化变得反作用的临界点.
主要方法:
- 一个3 (消息个性化:低,中,高) x2 (情境隐私关注:低,高) 之间的实验对象实验进行了360名参与者.
- 个性化水平从通用消息到使用上下文数据和个人身份信息 (PII) 的信息.
- 情境隐私问题是通过新闻文章引发的.
主要成果:
- 观察到一个显著的相互作用效应,表明了关键的临界点.
- 在隐私问题较低的条件下,增加的个性化增强了购买意图.
- 当隐私问题被激活时,基于PII的高度侵入性个性化反,变得不如适度个性化更有效.
结论:
- 情境隐私问题会缓和消费者对个性化营销的反应,引发非线性效应.
- 激活消费者隐私问题可能会带来非常侵入性的个性化策略的反射效应.
- 营销人员必须仔细校准数据侵入性,以避免消费者隐私敏感度增加时产生反作用.
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