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dc.contributor.authorHadjiesmaeili, Adel
dc.date.accessioned2022-12-23T13:03:37Z
dc.date.available2022-12-23T13:03:37Z
dc.identifier.urihttp://hdl.handle.net/10464/17127
dc.description.abstractAs electronic commerce is prevailing progressively, more personal data of customers is getting shared with businesses since this information is an indispensable resource for effective personalized advertising in ecommerce context. However, in the event of an information leakage, this win-win strategy would be subject to change and demands precise employment of advertising elements that does not escalate privacy distress among consumers. More specifically, building on Conservation of Resources theory, this study proposes three dimensions for privacy threats and by conducting three empirical experiments demonstrates that although rational and emotional message appeals have similar impacts in high-personalized advertising messages, they play different roles when various types of a privacy threat are announced to customers. Results prove that customers’ psychological comfort mediates the relationship between high-personalized advertising and consumer’s response to the advertising when privacy threat is high. Additionally, when the perceived severity and distance of the announced privacy threat are high and low respectively, high-personalized rational advertising message would lead to more psychological comfort, while this holds true for emotional appeal when the perceived scope of the threat is high. This study contributes to the literature on customers privacy by providing a better understanding of the privacy threat construct and introduces and empirically examines a new boundary condition in which the influence of message appeals in high-personalized advertising may differ across each dimension of privacy threat.en_US
dc.language.isoengen_US
dc.publisherBrock Universityen_US
dc.subjectpersonalization, privacy, privacy threat severity, privacy threat scope, privacy threat distanceen_US
dc.titleInvestigating A Moderated Mediation Model of The Impact of Personalized Message Appeal and Privacy Threat Extent on Consumer Behaviouren_US
dc.typeElectronic Thesis or Dissertationen_US
dc.degree.nameM.Sc. Managementen_US
dc.degree.levelMastersen_US
dc.contributor.departmentFaculty of Business Programsen_US
dc.degree.disciplineFaculty of Businessen_US


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