TY  - JOUR
CY  - Oxford.
ID  - publications45163
UR  - https://publications.ut-capitole.fr/id/eprint/45163/
IS  - N° 102348
A1  - Meyer-Waarden, Lars
A1  - Cloarec, Julien
Y1  - 2022/01//
N2  - Marketing personalization requires firms to collect information that they can use to personalize their products or services, which might raise consumer privacy concerns.
Prior studies on construal level theory suggest that happier Internet users would likely take future rewards in social exchanges (e.g., personalization–privacy tradeoffs) into greater consideration. Building on both social exchange and construal level theories, this article investigates the extent to which happiness with the Internet drives the personalization–privacy paradox, as well as the moderating role of experience sharing frequency as a proxy for reciprocity. An online survey administered to a representative sample of French consumers (n = 649) largely confirms the predictions. Happiness with the Internet is the strongest driver of willingness to disclose information in exchange for personalization, surpassing conventional
privacy?related constructs (e.g., trust and risk beliefs). In line with social exchange theory, reciprocity has an important influence on online social exchanges too.
PB  - Elsevier
JF  - Technovation
VL  - N° 109
KW  - Self-driving cars, Artificial intelligence, Technology acceptance model, User well-being, Social recognition, Hedonism, Privacy concerns, Technology trust
SN  - 0166-4972
TI  - Baby, you can drive my car : psychological antecedents that drive consumers’ adoption of AI-powered autonomous vehicles
AV  - none
ER  -