Do Privacy and Enjoyment Matter in Personalized Services?

This study integrates personalization, privacy and enjoyment in order to understand customers' intentions to shop online.Results from 168 online customers are presented regarding their privacy concerns and enjoyment that occur from personalized services while shopping online.A structural equation model reveals personalization to affect positively customers' enjoyment and intention to purchase, but has no effect on their privacy concerns.Privacy has a negative effect on both enjoyment and intention to purchase, while enjoyment influences greatly customers' intentions.Enjoyment and privacy have significant roles in forming online behavior when customers use personalized services.This study provides important implications for e-tailers who should always be reminded that when personalized services are offered properly and customers are well informed, not only shopping enjoyment will rise but also privacy concerns will not be affected.The study concludes with directions for future research, such as including emotions and hedonic aspects while investigating personalization.