The Contradictory Voyage Towards Personalization
(2024) BUSN39 20241Department of Business Administration
- Abstract
- In today's digital era, where personalized experiences have become crucial to consumer interactions with brands, the balance between personalization and privacy remains a complex and evolving challenge. Despite the recognized benefits of personalization in driving consumer spending, concerns about privacy and data security persist among individuals. This study addresses the "personalization paradox" by examining the interplay between privacy concerns, awareness of the benefits of personalization, and the desire for personalized experiences in the context of location-based services.
This study explores how individuals evaluate the costs and benefits of sharing personal information for tailored services, drawing upon the Privacy Calculus... (More) - In today's digital era, where personalized experiences have become crucial to consumer interactions with brands, the balance between personalization and privacy remains a complex and evolving challenge. Despite the recognized benefits of personalization in driving consumer spending, concerns about privacy and data security persist among individuals. This study addresses the "personalization paradox" by examining the interplay between privacy concerns, awareness of the benefits of personalization, and the desire for personalized experiences in the context of location-based services.
This study explores how individuals evaluate the costs and benefits of sharing personal information for tailored services, drawing upon the Privacy Calculus Theory and Social Exchange Theory. While existing research has examined privacy concerns and their outcomes, the role of awareness of benefits remains largely underexplored. This study aims to fill this gap by investigating how individuals navigate the trade-offs between privacy concerns and the benefits of personalization.
Through a quantitative approach employing online surveys with experimental manipulation of awareness of benefits, this study reveals insights into the decision-making processes underlying individuals' attitudes towards privacy and personalization. Findings indicate that while higher levels of privacy concerns negatively relate to the desire for personalization, awareness of the benefits does not moderate this relationship.
These findings have implications for both theory and practice. Theoretical contributions include a deeper understanding of how privacy concerns affect the desire for personalization and how awareness of benefits influences individuals' perceptions of privacy and their inclination towards personalization. Practical implications extend to organizations aiming to tailor their approaches to account for consumer awareness, particularly in the travel and hospitality industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9167171
- author
- Safaee, Sara LU and Schokker, Jilke Jitske LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Personalization-Privacy Paradox, Privacy Concerns, Desire for Personalization, Privacy Calculus Theory, Social Exchange Theory, Consumer Behavior.
- language
- English
- id
- 9167171
- date added to LUP
- 2024-06-25 13:26:05
- date last changed
- 2024-06-25 13:26:05
@misc{9167171,
abstract = {{In today's digital era, where personalized experiences have become crucial to consumer interactions with brands, the balance between personalization and privacy remains a complex and evolving challenge. Despite the recognized benefits of personalization in driving consumer spending, concerns about privacy and data security persist among individuals. This study addresses the "personalization paradox" by examining the interplay between privacy concerns, awareness of the benefits of personalization, and the desire for personalized experiences in the context of location-based services.
This study explores how individuals evaluate the costs and benefits of sharing personal information for tailored services, drawing upon the Privacy Calculus Theory and Social Exchange Theory. While existing research has examined privacy concerns and their outcomes, the role of awareness of benefits remains largely underexplored. This study aims to fill this gap by investigating how individuals navigate the trade-offs between privacy concerns and the benefits of personalization.
Through a quantitative approach employing online surveys with experimental manipulation of awareness of benefits, this study reveals insights into the decision-making processes underlying individuals' attitudes towards privacy and personalization. Findings indicate that while higher levels of privacy concerns negatively relate to the desire for personalization, awareness of the benefits does not moderate this relationship.
These findings have implications for both theory and practice. Theoretical contributions include a deeper understanding of how privacy concerns affect the desire for personalization and how awareness of benefits influences individuals' perceptions of privacy and their inclination towards personalization. Practical implications extend to organizations aiming to tailor their approaches to account for consumer awareness, particularly in the travel and hospitality industry.}},
author = {{Safaee, Sara and Schokker, Jilke Jitske}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Contradictory Voyage Towards Personalization}},
year = {{2024}},
}