Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance

Keywords Consumers' willingness to purchase; Consumers resistance intention; Perceived privacy control; Psychological contract violation; Perceptual customization; Perceptual improvement Abstract The main purpose of this study is to examine the impact of consumer privacy and intelligent personalization technology on purchase resistance using multidimensional development theory and the psychological contract violation model. From a holistic standpoint, this paper examines the internal mechanism of consumers' resistance to personalized marketing, the different roles of situational factors and personal characteristics, and the stimulating factors of consumers' psychological contract violation. The study concludes that psychological contract violation is the primary driver of consumer resistance to personalized marketing intent. The customization of perception, the enhancement of perception, and the legitimacy of the privacy policy are all negatively associated with the violation of psychological contracts with consumers. Personal innovation and online shopping experience are negatively correlated with consumers' intention to resist personalized marketing; customization of perception has a significant direct effect on consumers' resistance intention; There is no significant correlation between perceived improvement, privacy policy legitimacy, perceived privacy control, and consumers' resistance intention. The contribution of this paper is to provide a new research perspective and theoretical explanation for a deeper understanding of consumers' resistance to personalized marketing behavior. Author Affiliation: (a) Business School, The Chinese University of Hong Kong, Hong Kong 999077, China (b) Business School, Worcester Polytechnic Institute, Worcester, MA 01609-2280, United States * Corresponding author. Article History: Received 29 December 2022; Revised 22 February 2023; Accepted 26 February 2023 Byline: Han Cai [Hannahdaydayup@163.com] (a,*), Abbas Mardani [abbasmardani@ieee.org] (b)