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.

摘要

这项研究测试了个性化营销传播 (PMC) 模型，并检查了代孕购物者的用户和非用户对 PMC 的反应差异。数据是通过 PAN India 在线调查从旅游和金融部门的代孕购物者的用户和非用户那里收集的。本研究利用刺激有机体反应理论的概念镜头，以及结构方程建模和多组分析的分析技术，发现尽管 PMC 模型中的许多假设关系不成立，但即使在面对隐私问题，代理购物者的用户和非用户对 PMC 的反应不同，代理购物者的用户没有表现出通常预期的消费者反应。