Acceptance of personalization in omnichannel retailing

Werner Wetzlinger, Andreas Auinger, Harald Kindermann, Wolfgang Schönberger

Publikation: Beitrag in Buch/Bericht/TagungsbandKonferenzbeitragBegutachtung

12 Zitate (Scopus)


Omnichannel retailing is an approach that enables customers to use multiple online and offline channels of retailers during a customer journey and combine them simultaneously. By embedding digital devices in brick-and-mortar retail stores, retailers are able to better observe customer behavior, to collect customer data, analyze their needs and provide personalized services. This personalization may provide additional value for customers but may also lead to privacy concerns. This paper examines the impact of personalization on privacy concerns and the intention of customers to adopt services in brick-and-mortar retail stores and online shops. The empirical study is based on an online survey that uses a within-subject design including four scenarios that covered the combinations of personalization and non-personalization with the retailing context online shop vs. brick-and-mortar retail store. The subjects had to assess their privacy concerns and their intention to adopt the omnichannel retailing services in these scenarios. 112 subjects participated within this study. Results show that personalized services cause significantly higher privacy concerns than non-personalized services for both contexts. Additionally, consumers expressed higher concerns regarding digital services in the retail store than in the online shop for both personalized and non-personalized services. The intention to adopt the digital services decreased in scenarios with personalized services, both online and offline. However, the intention to adopt personalized services is generally lower in retail stores (with digital elements of omnichannel retailing) than in the online shop. Privacy concerns appeared to have significant negative impact on the intention to adopt in three out of four omnichannel scenarios.

TitelHCI in Business, Government and Organizations
UntertitelSupporting Business - 4th International Conference, HCIBGO 2017 Held as Part of HCI International 2017, Proceedings
Redakteure/-innenChuan-Hoo Tan, Fiona Fui-Hoon Nah
Herausgeber (Verlag)Springer
ISBN (Print)9783319584836
PublikationsstatusVeröffentlicht - 2017
Veranstaltung14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017 - Espoo, Finnland
Dauer: 3 Juli 20176 Juli 2017


NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Band10294 LNCS
ISSN (Print)0302-9743
ISSN (elektronisch)1611-3349


Konferenz14th International Conference on Logic Programming and Nonmonotonic Reasoning, LPNMR 2017


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