Information technology and e-commerce enable websites to provide personalized services based on consumer information, thereby providing convenience to consumers. However, the collection and use of consumer information may trigger concerns regarding privacy invasion. Grounded in exchange theory, the current study constructs a framework that links web personalization to consumer decisions (i.e., website loyalty and purchase intention) through consumer trust and reactance. The study also uses reactance theory as the theoretical basis to examine the moderating role of privacy concerns. An online survey was used to assess the effect of web personalization on consumer loyalty. The results show that consumers' privacy concerns negatively moderate the relationship between web personalization and website loyalty, and the influencing mechanism differs according to the levels of privacy concerns. More specifically, when consumers are less concerned about privacy, web personalization strengthens consumer trust to enhance loyalty. When consumers are more concerned about privacy, web personalization affects their loyalty through psychological reactance. The study findings show that although personalized services provide convenience to consumers, websites should carefully consider consumers' privacy issues. The trade-off between web personalization and privacy concerns is necessary for a website's success.

中文翻译：

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平衡网络个性化和消费者隐私问题：消费者信任和反应机制

信息技术和电子商务使网站能够根据消费者信息提供个性化服务，从而为消费者提供便利。但是，消费者信息的收集和使用可能会引发对隐私侵犯的担忧。本研究以交换理论为基础，构建了一个框架，通过消费者信任和反应将网络个性化与消费者决策（即网站忠诚度和购买意愿）联系起来。该研究还使用电抗理论作为理论基础来检验隐私问题的调节作用。一项在线调查被用来评估网络个性化对消费者忠诚度的影响。结果表明，消费者的隐私问题对网络个性化和网站忠诚度之间的关系产生负面影响，并且影响机制根据隐私关注的级别而有所不同。更具体地说，当消费者不太关心隐私时，网络个性化会增强消费者的信任，从而提高忠诚度。当消费者更关心隐私时，网络个性化会通过心理反应影响他们的忠诚度。研究结果表明，虽然个性化服务为消费者提供了便利，但网站应慎重考虑消费者的隐私问题。Web 个性化和隐私问题之间的权衡对于网站的成功是必要的。网络个性化通过心理反应影响他们的忠诚度。研究结果表明，虽然个性化服务为消费者提供了便利，但网站应慎重考虑消费者的隐私问题。Web 个性化和隐私问题之间的权衡对于网站的成功是必要的。网络个性化通过心理反应影响他们的忠诚度。研究结果表明，虽然个性化服务为消费者提供了便利，但网站应慎重考虑消费者的隐私问题。Web 个性化和隐私问题之间的权衡对于网站的成功是必要的。