{"title":"Response to Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers","authors":"Sonia Arora, Anupam Bawa","doi":"10.1080/15332861.2021.1947741","DOIUrl":null,"url":null,"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.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.1000,"publicationDate":"2021-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1947741","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Internet Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332861.2021.1947741","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.