The Effects of Marketing Intrusiveness,Privacy Knowledge,and Privacy Protecting Behaviors on Consumer Attitudes About Privacy and Personal Data Exchanges

摘要

Our two research questions(RQs)are:(RQ1)Do consumer perceptions of the intrusiveness of unsolicited digital marketing communication that uses their personal information strengthen attitudes about fairness and acceptance of personal data exchanges?(RQ2)What differences,if any,exist in attitudes about privacy and personal data exchanges between consumers presumably more empowered by their high level of privacy knowledge and higher levels of participation in privacy protecting behaviors and those presumably less empowered by their lower levels of both?