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首页> 外文期刊>Journal of Business Research >Introducing new products that affect consumer privacy: A mediation model
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Introducing new products that affect consumer privacy: A mediation model

机译：引入影响消费者隐私的新产品：调解模型

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摘要

Many innovative products can only fully deploy their value if they rely on consumers' personal information. This issue challenges the confidence that consumers have in new innovations, and revolutionizes marketing practices. Malhotra, Kim, and Agarwal's (2004) framework provides the theoretical basis for hypotheses on the consequences of privacy concerns. An empirical study in the context of four pervasive IT innovations involving various privacy issues helps to test these hypotheses. The findings consistently show that privacy concerns have an adverse effect on consumers' intention to accept IT innovation. However, trust and risk perceptions both mediate this relationship. By understanding the underlying mechanism, firms can alleviate the potential downsides of their products and increase the odds of their market success. (C) 2016 Elsevier Inc. All rights reserved.
机译：许多创新产品只有依靠消费者的个人信息才能充分发挥其价值。这个问题挑战了消费者对新创新的信心，并彻底改变了营销方式。 Malhotra，Kim和Agarwal（2004）的框架为有关隐私问题后果的假设提供了理论基础。在涉及各种隐私问题的四项无所不在的IT创新中进行的一项实证研究有助于检验这些假设。研究结果始终表明，隐私问题对消费者接受IT创新的意图有不利影响。但是，信任感和风险感都可以调节这种关系。通过了解潜在的机制，企业可以减轻其产品的潜在弊端并增加其市场成功的几率。 （C）2016 Elsevier Inc.保留所有权利。

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