Effects of personalized e-mail messages on privacy risk: Moderating roles of control and intimacy

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• 作者：Ji Hee Song ; Hye Young Kim ; Sahangsoon Kim ; Sung Won Lee ; Jong-Ho Lee
• 关键词：Personalization ; Personalized e ; mail message ; Privacy risk ; Cognitive control ; Intimacy ; Social presence ; New media
• 刊名：Marketing Letters
• 出版年：2016
• 出版时间：March 2016
• 年：2016
• 卷：27
• 期：1
• 页码：89-101
• 全文大小：197 KB
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• 作者单位：Ji Hee Song (1)
  Hye Young Kim (1)
  Sahangsoon Kim (1)
  Sung Won Lee (1)
  Jong-Ho Lee (5)
  
  1. College of Business Administration, University of Seoul, Seoul, South Korea, 130-743
  5. Korea University Business School, Seoul, South Korea, 136-701
  
• 刊物类别：Business and Economics
• 刊物主题：Economics
  Marketing
  
• 出版者：Springer Netherlands
• ISSN：1573-059X

文摘

New communication platforms have enabled firms to collect personal data on their consumers and provide more personalized services. Personalized service facilitates interpersonal communication and interactions based on consumers’ personal and preference information, and therefore constitutes a way to improve firm–customer relationships. However, such personalized services may be vulnerable to privacy issues. This study investigates the effects of personalized e-mail messages (an archetypal example of personalized service) on consumers’ risk perceptions and two moderating variables: consumers’ control and message intimacy. In three experiments, we show that an increase in the level of personalization in e-mail messages increases consumers’ privacy risk perceptions. However, giving consumers more control over their personal information and adding intimate cues to e-mail messages moderate the negative effects of personalized e-mail messages on their privacy risk perceptions. The study provides important implications for both academics and managers in developing and employing personalized service in new media communication. Keywords Personalization Personalized e-mail message Privacy risk Cognitive control Intimacy Social presence New media