Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2021-07-14 DOI:10.1080/15332861.2021.1947741
Sonia Arora, Anupam Bawa
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引用次数: 4

Abstract

Abstract This research tests the personalized marketing communication (PMC) model and examines the difference in response to PMC by users and non users of surrogate shoppers. Data was gathered through a PAN India online survey from users and non users of surrogate shoppers in the travel and finance sectors. Using the conceptual lens of stimulus organism response theory, and the analytical techniques of structural equation modeling and multi-group analysis, this study finds that even though many hypothesized relationships in the PMC model do not hold, usefulness emerges as an important construct even in the face of privacy concerns, and that users and non users of surrogate shoppers differ in their response to PMC with users of surrogate shoppers not showing the responses expected typically of consumers. While targeting non users of surrogate shoppers especially, marketing managers should infuse PMC with usefulness and address privacy concerns of the target market.
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个性化营销传播的响应:一项比较代理购物者用户和非用户的实证调查
摘要本研究对个性化营销传播(PMC)模型进行了检验,并考察了代购用户和非代购用户对PMC的反应差异。数据是通过PAN印度在线调查收集的,调查对象是旅游和金融行业的代购用户和非用户。利用刺激生物反应理论的概念透镜,以及结构方程模型和多组分析的分析技术,本研究发现,尽管PMC模型中的许多假设关系并不成立,但即使在面对隐私问题时,有用性也成为一个重要的结构。代购物者的用户和非用户对PMC的反应不同,代购物者的用户没有表现出消费者典型的预期反应。尤其是针对非用户的替代消费者,营销经理应该为PMC注入有用性,并解决目标市场的隐私问题。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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