市場(chǎng)營銷Essay范文：Effect of Displaying Online Privacy Information on Purchasing Behaviour

本文是市場(chǎng)營銷專業(yè)的留學(xué)生Essay范例，題目是“Effect of Displaying Online Privacy Information on Purchasing Behaviour（網(wǎng)上隱私信息顯示對(duì)購買行為的影響）”,因特網(wǎng)正迅速成為世界上最大的公共電子市場(chǎng)。據(jù)估計(jì)，它將在全球范圍內(nèi)達(dá)到5000萬人，并且客戶以每月10%的速度增長(Wang et al.， 1998)隱私是最重要的消費(fèi)者權(quán)利之一，也是電子商務(wù)的重要組成部分。網(wǎng)上賣家需要消費(fèi)者的個(gè)人數(shù)據(jù)來收集付款和交付產(chǎn)品。從商家的角度來看，這些信息對(duì)于保證和確認(rèn)訂單是必要的。從消費(fèi)者的角度來看，這是消費(fèi)者的權(quán)利，他們提供的信息應(yīng)該保密。這是客戶在電子商務(wù)中面臨的主要問題，因?yàn)樵诰€公司沒有對(duì)他們的信息保密，并將這些信息披露給其他利益相關(guān)者，如政府、銀行和貨運(yùn)服務(wù)提供商。如果網(wǎng)上商家采取公平的信息政策，可以降低這些信息被誤用的風(fēng)險(xiǎn);通過這種策略，通過將個(gè)人數(shù)據(jù)的收集限制在與交易相關(guān)的范圍內(nèi)，可以降低客戶信息泄露的風(fēng)險(xiǎn)。網(wǎng)上商家應(yīng)該在其網(wǎng)站上發(fā)布隱私聲明，這是消費(fèi)者的權(quán)利，這將有助于消費(fèi)者了解披露個(gè)人信息的風(fēng)險(xiǎn)。但許多客戶并不重視這些隱私聲明，并在沒有研究它們的情況下同意這些聲明。由于消費(fèi)者缺乏信任，消費(fèi)者保護(hù)和隱私法律是電子商務(wù)發(fā)展的主要障礙。在現(xiàn)行的網(wǎng)絡(luò)法律體系中，消費(fèi)者權(quán)利的定量化得到了有效的體現(xiàn)。(Hann et al.， 2002)。

Introduction 介紹

The Internet is quickly becoming the world’s largest public electronic marketplace. It is estimated to reach 50 million people worldwide and customers are growing with the rate of 10% per month (Wang et al., 1998) Privacy is one of the most important consumer right and major part of e-commerce. Online sellers require personal data of consumer for collection of payments and delivery of products. From merchant perspective this information is consider necessary for assurance and confirmation of order. From customer perspective this is the right of consumer that the information they provide should be kept confidential. This is the major issue that customers are facing in e-commerce, because online companies do not kept their information secret and disclose this information to other stake holders like, government, banks and to cargo service providers. The risk of misusing this information can be lower if online merchants adopt fair information policy; through this policy the risk of leaking customer’s information can be lower by limiting the collection of personal data to the relevancy of transaction. It is the right of consumer that online merchants should place the privacy statement on their website which will help customer to know the risk of disclosing personal information. But many customers do not give value to these privacy statements and agree with these statements without studying them. For Lack of consumer trust, consumer protection and privacy laws are major barriers in the growth of e-commerce. There are in efficient cyber laws prevailed in the system which denominate the consumer rights. (Hann et al., 2002).

This research will examine whether the efficient display of privacy information plays any role in making purchase decision by consumer. For this purpose previous researcher conducted a survey regarding online privacy and perceived risks associated with online shopping, and they steered an experiment in which participants are asked to take a purchase decision that will affect their private information. So we will structure the experiment as an online shopping experience at existing online merchants, and tested whether signals about the different levels of privacy protection among merchants would affect the participants’ price sensitivity and purchase decisions (Tsai et al., 2007)

本研究將探討個(gè)人隱私信息的有效顯示是否對(duì)消費(fèi)者的購買決策起作用。為此，之前的研究人員進(jìn)行了一項(xiàng)關(guān)于在線隱私和與在線購物相關(guān)的感知風(fēng)險(xiǎn)的調(diào)查，他們指導(dǎo)了一項(xiàng)實(shí)驗(yàn)，要求參與者做出影響其私人信息的購買決定。因此，我們將把實(shí)驗(yàn)結(jié)構(gòu)為現(xiàn)有在線商家的在線購物體驗(yàn)，并測(cè)試商家之間不同程度的隱私保護(hù)信號(hào)是否會(huì)影響參與者的價(jià)格敏感性和購買決定(Tsai et al.， 2007)。

Our research questions will be as follows:

Do consumers value privacy statements and privacy seals? If so, do they affect consumer disclosure of personal information?

We will guide the exploratory field experiment to determine these matters. Specifically, we will mix gifts to ensure privacy between the three levels of treatments and how consumers react to each level. It will be three steps:

any information with regard to the adoption of fair information policy will be through the provision of customers

information concerning the privacy of your data will be made available to the client

accumulation of the privacy statement, privacy statement is displayed

This research will provide the pressures that arise between the collection and use of personal information that people during the most consumer transactions, and privacy. In today’s world, increasingly competitive strategies for successful companies rely on large amounts of customer data. Oddly enough, the same information practices that provide value to organizations also raised concerns about the privacy of individuals.

本研究將提供在收集和使用個(gè)人信息之間產(chǎn)生的壓力，人們?cè)诖蠖鄶?shù)消費(fèi)者的交易和隱私。在當(dāng)今世界，競爭日益激烈的成功公司的戰(zhàn)略依賴于大量的客戶數(shù)據(jù)。奇怪的是，同樣的為組織提供價(jià)值的信息實(shí)踐也引起了對(duì)個(gè)人隱私的關(guān)注。

This study assumes that organizations can address these issues and getting the business advantage through customer retention. On personal data given by customers businesses make decision what benefits should be given to customers, and sometimes government require personal data of online customers for making regulatory policies.

本研究假設(shè)組織可以解決這些問題，并通過客戶保留獲得業(yè)務(wù)優(yōu)勢(shì)。根據(jù)客戶提供的個(gè)人數(shù)據(jù)，企業(yè)決定應(yīng)該給客戶什么好處，有時(shí)政府需要在線客戶的個(gè)人數(shù)據(jù)來制定監(jiān)管政策。

Research Objective

Our first objective is to determine that the effect of online privacy on purchase behavior of consumer either it affects positively or negatively?

Our second objective would be to determine the impact of monetary benefits on disclosure.

Our Third objective will be to determine the impact of information incentive on disclosure.

Literature Review 文獻(xiàn)綜述

Many researchers worked on determining the effect of online privacy on purchase behavior. Their research finding shows that implementation of fair information policy impacts positively on purchase behavior of consumer. It means that if online merchants adopt fair information policy to keep the personal information of consumer confidential then consumer respond positively in purchase behavior.

許多研究人員致力于確定在線隱私對(duì)購買行為的影響。他們的研究發(fā)現(xiàn)，公平信息政策的實(shí)施對(duì)消費(fèi)者的購買行為有積極的影響。這意味著如果網(wǎng)上商家采取公平的信息政策，對(duì)消費(fèi)者的個(gè)人信息保密，那么消費(fèi)者在購買行為中會(huì)做出積極的反應(yīng)。

In this regard (Tsai et al., 2007) conduct a research to determine the impact of online privacy on purchase behavior. The goal of this study was to determine whether the availability of private information affects purchasing decision of consumer. He used Privacy Finder to display the privacy policies of certain online shopping sites in a fashion that, possibly, reduces the gap of information asymmetry. In his study he found that participants were affected by having this additional information displayed to them. Their experiment shows that that once privacy information is made more visible, people will tend to purchase from merchants that offer more privacy protection and even pay a premium to purchase from such merchants. This was true for both privacy-sensitive and non-privacy-sensitive items.

Another research was conducted by (Brown & Muchira, 2004) in which they steered a relationship between online privacy and purchase decision of consumer Results of a survey study indicate that both errors and invasion of privacy have a significant negative relationship with online purchase behavior. Unapproved use of secondary data seems to have little impact on purchase decision. Data used in this study was collected through questionnaire survey and sampling technique was used convenience sampling. Sampling frame uses in this research was under graduate and post graduate students in East Coast University of Australia and hypothesis was tested using ANOVA. Unauthorized use of data is considered as independent variable while invasion of privacy and errors is treated as dependent variable.

(Brown & Muchira, 2004)進(jìn)行了另一項(xiàng)研究，他們引導(dǎo)了在線隱私和消費(fèi)者購買決定之間的關(guān)系。一項(xiàng)調(diào)查研究的結(jié)果表明，錯(cuò)誤和隱私侵犯與在線購買行為有顯著的負(fù)相關(guān)關(guān)系。未經(jīng)批準(zhǔn)的二手?jǐn)?shù)據(jù)的使用似乎對(duì)購買決策沒有什么影響。本研究采用問卷調(diào)查的方式收集數(shù)據(jù)，采用方便抽樣的方法。本研究使用的抽樣框架是澳大利亞東海岸大學(xué)的本科生和研究生，并使用方差分析對(duì)假設(shè)進(jìn)行檢驗(yàn)。將未經(jīng)授權(quán)使用數(shù)據(jù)作為自變量，將侵犯隱私和錯(cuò)誤作為因變量。

To study the consumer willingness to provide private information (Phelps et al., 2000) conducted a study finding of research shows that there is a strong relationship between level of concern of customers regarding usage of their private information and their purchase intention. Data was collected through questionnaire surveys and ANOVA was used to test the hypothesis.

為了研究消費(fèi)者提供私人信息的意愿(Phelps et al.， 2000)進(jìn)行了一項(xiàng)研究，研究結(jié)果表明，消費(fèi)者對(duì)其私人信息使用的關(guān)注程度與他們的購買意愿之間存在很強(qiáng)的關(guān)系。數(shù)據(jù)收集通過問卷調(diào)查和方差分析來檢驗(yàn)假設(shè)。

To investigate the difference in purchase intention of peoples who belongs to different demographics and culture (Bellman et al., n.d.) investigated that to build the trust of consumer internet companies should be allocated on the system of data collection in accordance with customer needs. Research shows that most customers have concerns with privacy regulations prevailing in the country. There is a difference in management and law enforcement on a company’s culture.

為了調(diào)查屬于不同人口統(tǒng)計(jì)學(xué)和文化背景的人在購買意愿上的差異(Bellman et al.， n.d.)研究建立消費(fèi)者互聯(lián)網(wǎng)公司的信任應(yīng)該根據(jù)客戶需求在數(shù)據(jù)收集系統(tǒng)上進(jìn)行分配。研究表明，大多數(shù)客戶對(duì)中國現(xiàn)行的隱私規(guī)定感到擔(dān)憂。企業(yè)文化在管理和執(zhí)法方面存在差異。

(Jordaan, 2007) found that the ability to collect and sustain personal information does not show that direct marketers are able to maintain true and honest relationship with customers. Direct marketing organizations need to be careful regarding consumers’ collected information and attend to several privacy issues if they want to facilitate relational exchanges between themselves and consumers. A probability (systematic) sampling design was used to draw a representative sample of households with listed telephone numbers in the different provincial Telkom telephone directories. The sample units were randomly selected, after which 800 telephone interviews were conducted with adults from these households.

(Papacharissi & Fernback, 2005) Evaluate the effectiveness of privacy statements and focus on language, format, assurances of privacy, and the complexity of the legal and technical aspects, and the perceived credibility of the statement. Analysis of the content of privacy statements that data privacy is always protected the interests of customers as it is a legal guarantees to the companies concerned. Instead, we found that although the data was widespread and extensive in most major business portals, such as Google, Yahoo and AOL, several smaller trading portals don’t feature them at all, or at least featured much less widespread, and reassure versions. The main gates were much more likely to feature lengthier statements, certified by TRUSTe, perhaps because they had the personnel to dedicate to this important task, and they can afford to provide full privacy disclosure

(Papacharissi & Fernback, 2005)評(píng)估隱私聲明的有效性，重點(diǎn)關(guān)注語言、格式、隱私保證、法律和技術(shù)方面的復(fù)雜性，以及聲明的感知可信度。分析私隱聲明的內(nèi)容，認(rèn)為資料私隱始終是保護(hù)客戶的利益，是對(duì)有關(guān)公司的一項(xiàng)法律保障。相反，我們發(fā)現(xiàn)，盡管這些數(shù)據(jù)在大多數(shù)主要的商業(yè)門戶網(wǎng)站(如谷歌、Yahoo和AOL)中廣泛存在，但一些較小的貿(mào)易門戶網(wǎng)站根本不采用這些數(shù)據(jù)，或者至少不采用廣泛得多的版本。主大門更有可能采用由TRUSTe認(rèn)證的較長的聲明，也許是因?yàn)樗麄冇袑Ｈ素?fù)責(zé)這項(xiàng)重要任務(wù)，而且他們有能力提供完全的隱私披露

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