| dc.description.abstract | In recent years, with the widespread application of the Internet and big data technology in business, various platforms have invested more than half of their total marketing budget in personalized recommendations each year in pursuit of competitive advantages, in order to provide better services. However, the resulting consumer concerns about privacy issues have become increasingly prominent, and consumer privacy issues have gradually become an important issue in business and social life, especially in the field of marketing. Realizing personalized recommendation under the premise of protecting consumer privacy has become an important challenge in the field of marketing research.
At present, the international academic community has conducted a lot of research on this topic and accumulated rich research results. However, there are relatively few research results in China. Therefore, this study attempts to establish a new research framework from the perspective of social exchange theory and motivation protection theory to explore the antecedents of perceived privacy risks and their impact on purchase intentions. Although previous studies have shown that perceived privacy risk poses a threat to purchase intentions, the core of this study is to introduce perceived value and privacy self-efficacy to explore to see if the conclusions will change.
This study used the form of online questionnaire filling, and collected 246 valid samples from mainland China and 257 valid samples from Taiwan through Questionnaire Star and Google Form. The findings show that privacy concerns and threat assessments directly negatively affect purchase intention and increase perception of privacy risk, but the relationship between privacy risk perception and purchase intention is not significant, and perceived value plays a fully mediated role in it . In addition, the study found that privacy self-efficacy plays a significant role in mediating the relationship between privacy concern and privacy risk perception, threat assessment and privacy risk perception, privacy risk perception and perceived value, and perceived value and purchase intention. Specifically, when consumers′ perception of privacy self-efficacy increases, it can effectively alleviate the negative impact between privacy concerns and privacy risk perceptions, threat assessment and privacy risk perceptions, thereby promoting consumers′ perceived value of personalized recommendations. and purchase intention. | en_US |