The dark and bright side of online consumer behavior.

Balancing web personalization and consumer privacy concerns: Mechanisms of consumer trust and reactance. The study presents a framework that links web personalization to consumer decisions (i.e., website loyalty and purchase intention) through consumer trust and reactance. With electronic commerce becoming a crucial aspect of marketing strategy and customer relations (Thaichon et al., 2021), there is a growing need to develop new knowledge, models, and theories about online consumer behavior (Anesbury et al., 2016; Davydenko & Peetz, 2020). The first paper by Chen et al. (2022) " I Balancing web personalization and consumer privacy concerns: Mechanisms of consumer trust and reactance i .". [Extracted from the article]