THE INFLUENCE OF PERSONALIZED MARKETING AND DATA PRIVACY CONCERNS ON CONSUMER BEHAVIOR: THE MEDIATING ROLE OF PERCEIVED VALUE

This study examines the complex interplay between personalized marketing (PM), data privacy concerns (DPC), perceived value (PV) and purchase intention (PI) in a sample of online consumers. The main aim of the research is to investigate the dual influence of PM and DPC on PV and PI, focusing on the mediating role of PV. To achieve this, all the data was collected through a constructed questionnaire involving 386 online consumers who have encountered PM. The questionnaire used established scales to measure PM, DPC, PV and PI. Analytical tools such as Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to validate the measurement model and test the hypotheses. The outcomes show PM positively influences both PV and PI, while DPC negatively influences PV and has a weaker effect on PI. PV was found to mediate the link between PM and PI and the relationship between DPC and PI. These results suggest that marketers need to strike a better balance between personalization and sound data privacy practices to increase PV and drive consumer behavior.