Abstract

In this article, the authors examine the effect of regulatory focus and privacy concerns on consumers’ responses to highly personalized chatbot advertising. Findings from two experimental studies indicate that predominantly promotion-focused consumers are more receptive and respond more favorably to highly personalized chatbot advertising because they attend more to benefits they may gain from disclosing personal information. In contrast, consumers who are predominantly prevention focused are more attentive to the risks involved and feel unfavorably toward highly personalized chatbot advertising. In addition, consumers who are highly concerned about privacy disdain highly personalized ads, regardless of regulatory focus. Risk-benefit perceptions are shown to mediate interactions of ad personalization, regulatory focus, and privacy concerns.

摘要

在本文中，作者研究了监管重点和隐私问题对消费者对高度个性化聊天机器人广告的反应的影响。两项实验研究的结果表明，主要以促销为重点的消费者对高度个性化的聊天机器人广告更容易接受并且反应更积极，因为他们更关注通过披露个人信息可能获得的好处。相比之下，主要注重预防的消费者更关注所涉及的风险，并对高度个性化的聊天机器人广告感到不利。此外，无论监管重点如何，高度关注隐私的消费者都会鄙视高度个性化的广告。研究表明，风险收益认知可以调节广告个性化、监管重点和隐私问题之间的相互作用。