We think you may like this: An investigation of electronic commerce personalization for privacy-conscious consumers

In this study, we examine and propose a personalization technology acceptance model (TAM) for e-commerce. We conducted a 2 (Privacy concerns priming vs. Control condition) x 2 (Personalization vs. Nonpersonalization) factorial, between-subjects experiment among college students (Study 1, N = 205) and adult samples (Study 2, N = 211). The findings indicate consumers' perceived usefulness of personalization technology is positively related to their behavioral intentions to use an e-commerce mobile app, supporting Davis (1989)'s TAM. Data further demonstrate that consumers' privacy concerns (i.e., Study 1) and willingness to self-disclose (i.e., Study 2) moderate the personalization-behavioral intention relationship. Overall, the efficacious operation of personalization technology in e-commerce depends on the usefulness and precision of personalized recommendations as well as consumers' privacy concerns and preferences in trading off personal information.

Automated summary

This study proposes a personalization technology acceptance model for e-commerce, demonstrating that consumers' perceived usefulness of personalization technology is positively related to their behavioral intentions to use an e-commerce mobile app. However, consumers' privacy concerns and willingness to self-disclose moderate this relationship.