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Article: Personalization versus privacy: An empirical examination of the online consumer's dilemma

TitlePersonalization versus privacy: An empirical examination of the online consumer's dilemma
Authors
KeywordsOnline transactions
Personalization
Privacy
SEM
Trust
Issue Date2005
PublisherSpringer New York LLC. The Journal's web site is located at http://springerlink.metapress.com/openurl.asp?genre=journal&issn=1385-951X
Citation
Information Technology And Management, 2005, v. 6 n. 2-3, p. 181-202 How to Cite?
AbstractPersonalization refers to the tailoring of products and purchase experience to the tastes of individual consumers based upon their personal and preference information. Recent advances in information acquisition and processing technologies have allowed online vendors to offer varieties of web-based personalization that not only increases switching costs, but also serves as important means of acquiring valuable customer information. However, investments in online personalization may be severely undermined if consumers do not use these services due to privacy concerns. In the absence of any empirical evidence that seeks to understand this consumer dilemma, our research develops a parsimonious model to predict consumers' usage of online personalization as a result of the tradeoff between their value for personalization and concern for privacy. In addition to this tradeoff, we find that a consumer's intent to use personalization services is positively influenced by her trust in the vendor. Our findings suggest that: 1. online vendors can improve their abilities to acquire and use customer information through trust building activities; 2. it is of critical importance that vendors understand and evaluate the different values consumers may place in enjoying various types of personalization. © Springer Science + Business Media, Inc. 2005.
Persistent Identifierhttp://hdl.handle.net/10722/157726
ISSN
2015 Impact Factor: 0.6
2015 SCImago Journal Rankings: 0.588
References

 

DC FieldValueLanguage
dc.contributor.authorChellappa, RKen_HK
dc.contributor.authorSin, RGen_HK
dc.date.accessioned2012-08-08T08:55:11Z-
dc.date.available2012-08-08T08:55:11Z-
dc.date.issued2005en_HK
dc.identifier.citationInformation Technology And Management, 2005, v. 6 n. 2-3, p. 181-202en_HK
dc.identifier.issn1385-951Xen_HK
dc.identifier.urihttp://hdl.handle.net/10722/157726-
dc.description.abstractPersonalization refers to the tailoring of products and purchase experience to the tastes of individual consumers based upon their personal and preference information. Recent advances in information acquisition and processing technologies have allowed online vendors to offer varieties of web-based personalization that not only increases switching costs, but also serves as important means of acquiring valuable customer information. However, investments in online personalization may be severely undermined if consumers do not use these services due to privacy concerns. In the absence of any empirical evidence that seeks to understand this consumer dilemma, our research develops a parsimonious model to predict consumers' usage of online personalization as a result of the tradeoff between their value for personalization and concern for privacy. In addition to this tradeoff, we find that a consumer's intent to use personalization services is positively influenced by her trust in the vendor. Our findings suggest that: 1. online vendors can improve their abilities to acquire and use customer information through trust building activities; 2. it is of critical importance that vendors understand and evaluate the different values consumers may place in enjoying various types of personalization. © Springer Science + Business Media, Inc. 2005.en_HK
dc.languageengen_US
dc.publisherSpringer New York LLC. The Journal's web site is located at http://springerlink.metapress.com/openurl.asp?genre=journal&issn=1385-951Xen_HK
dc.relation.ispartofInformation Technology and Managementen_HK
dc.subjectOnline transactionsen_HK
dc.subjectPersonalizationen_HK
dc.subjectPrivacyen_HK
dc.subjectSEMen_HK
dc.subjectTrusten_HK
dc.titlePersonalization versus privacy: An empirical examination of the online consumer's dilemmaen_HK
dc.typeArticleen_HK
dc.identifier.emailSin, RG: rays@hku.hken_HK
dc.identifier.authoritySin, RG=rp01618en_HK
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1007/s10799-005-5879-yen_HK
dc.identifier.scopuseid_2-s2.0-14744270170en_HK
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-14744270170&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume6en_HK
dc.identifier.issue2-3en_HK
dc.identifier.spage181en_HK
dc.identifier.epage202en_HK
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridChellappa, RK=7102623748en_HK
dc.identifier.scopusauthoridSin, RG=23036867300en_HK
dc.identifier.citeulike196364-

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