Marketing personalization requires firms to collect information that they can use to personalize their products or services, which might raise consumer privacy concerns. Prior studies on construal level theory suggest that happier Internet users would likely take future rewards in social exchanges (e.g., personalization–privacy trade-offs) into greater consideration. Building on both social exchange and construal level theories, this article investigates the extent to which happiness with the Internet drives the personalization–privacy paradox, as well as the moderating role of experience sharing frequency as a proxy for reciprocity. An online survey administered to a representative sample of French consumers (n = 649) largely confirms the predictions. Happiness with the Internet is the strongest driver of willingness to disclose information in exchange for personalization, surpassing conventional privacy-related constructs (e.g., trust and risk beliefs). In line with social exchange theory, reciprocity has an important influence on online social exchanges too.

中文翻译：

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社会交换与解释层面理论之间的个性化-隐私悖论

营销个性化要求公司收集可用于个性化其产品或服务的信息，这可能会引发消费者隐私问题。先前关于解释水平理论的研究表明，更快乐的互联网用户可能会更多地考虑社交交流中的未来奖励（例如，个性化 - 隐私权衡）。本文基于社会交换和解释层面的理论，调查了互联网幸福感在多大程度上推动了个性化-隐私悖论，以及经验分享频率作为互惠代理的调节作用。对具有代表性的法国消费者样本进行的在线调查（n = 649）在很大程度上证实了预测。互联网的幸福感是愿意披露信息以换取个性化的最强驱动因素，超越了传统的隐私相关结构（例如，信任和风险信念）。根据社会交换理论，互惠对在线社会交换也有重要影响。