The Impact of Sales Promotion on Privacy Control Expectation and Information Ownership Consciousness- with Information Sensitivity as Moderating Variable

• Main Authors: Che, Liang Ching, 車良靜
• Other Authors: Hsieh, Wen-Chueh
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/7xd8aw

碩士 === 東吳大學 === 國際經營與貿易學系 === 104 === In the highly competitive environment, firms collect customers’ data and build database to enhance competitiveness. However, these cause personal privacy concern, because of data abuse by the firms. According to the past researches, as the firms give the compensation, customers would like be more willing to offer more personal information. This research set sales promotion (i.e. SP) as the independent variable, operationalize the SP incentives into timing and types typology, and test the effect on privacy control expectation and information ownership consciousness. Meanwhile, customers’ information sensitivity as moderating variable was tested. The researcher collected the structured questionnaires from respondents between 18~35 years old, often shopping on the website and shops. 231 effective questionnaires were collected and were analyzed with t-test and ANOVA. The result shows that timing and types of SP incentives made no effect on customers’ privacy control expectation and information ownership consciousness. However, information sensitivity influences information ownership consciousness. This research suggests firms might operate other marketing strategies to enhance company and brand image and customers’ trust. Moreover, to redesign data collecting report according to customers’ sensitivity level or, inform customers actively about privacy protection policy. Companies could also collect personal information by observation or monitor to decrease customers’ defense or unpleasantness.