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Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance

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  • Cai, Han
  • Mardani, Abbas

Abstract

The main purpose of this study is to examine the impact of consumer privacy and intelligent personalization technology on purchase resistance using multidimensional development theory and the psychological contract violation model. From a holistic standpoint, this paper examines the internal mechanism of consumers’ resistance to personalized marketing, the different roles of situational factors and personal characteristics, and the stimulating factors of consumers’ psychological contract violation. The study concludes that psychological contract violation is the primary driver of consumer resistance to personalized marketing intent. The customization of perception, the enhancement of perception, and the legitimacy of the privacy policy are all negatively associated with the violation of psychological contracts with consumers. Personal innovation and online shopping experience are negatively correlated with consumers’ intention to resist personalized marketing; customization of perception has a significant direct effect on consumers’ resistance intention; There is no significant correlation between perceived improvement, privacy policy legitimacy, perceived privacy control, and consumers’ resistance intention. The contribution of this paper is to provide a new research perspective and theoretical explanation for a deeper understanding of consumers’ resistance to personalized marketing behavior.

Suggested Citation

  • Cai, Han & Mardani, Abbas, 2023. "Research on the impact of consumer privacy and intelligent personalization technology on purchase resistance," Journal of Business Research, Elsevier, vol. 161(C).
    • Handle: RePEc:eee:jbrese:v:161:y:2023:i:c:s0148296323001698
    DOI: 10.1016/j.jbusres.2023.113811
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    3. Zhang, Liangbo & Wang, Xueying & Majeed, Salman & Zhou, Zhimin, 2025. "How do sales promotions, communication agents, and psychological contracts determine purchase hesitation? Evidence from live stream influencers’ fan groups," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    4. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    5. Rizwan Raheem Ahmed & Rana Salman Anwar & Dalia Streimikiene & Justas Streimikis, 2026. "The role of artificial intelligence in shaping entrepreneurial consumer behavior," International Entrepreneurship and Management Journal, Springer, vol. 22(1), pages 1-32, March.
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