| 其他摘要 | With the increasing popularity of smartphones and the Internet, using the unique features of smart devices for convenience and personalization to recommend personalized mobile coupons on smartphones after collecting consumers' online behavior and personal information is a top priority for digital marketing. Personalized recommendation in exchange for personal privacy brings revenue and convenience but also unpredictable privacy risks, which affects consumers' willingness to use coupons. In addition, the motivation for online use and the way coupons are issued differ, and consumers perceive differently the benefits they can obtain through personalized mobile coupons at the moment and the risks posed by privacy leakage. The recommendation explanation improves the transparency of the recommendation system, but also adds disclosure of how companies use personal information, so it is crucial to study the intrinsic influence mechanism of consumer use of mobile coupons under personalized recommendations.Based on motivation, technology acceptance theory, and privacy computing theory, this study investigates the effects of web usage motives and coupon distribution methods on perceived personalization, willingness to disclose personal information, and willingness to use coupons. The study used a 2 (Internet use motivation: shopping vs. entertainment) × 2 (coupon distribution method: pull vs. push) between-subjects design, and 424 valid data were finally collected. First, ANOVA was used to explore the effects of online usage motivation and coupon distribution method on the willingness to use mobile coupons, perceived personalization, and willingness to disclose personal information. The results showed that (1) shopping motivation has stronger influence on the willingness to use cell phone coupons, stronger influence on perceived personalization and stronger influence on the willingness to disclose personal information than entertainment motivation; (2) the push method has more influence on the willingness to use cell phone coupons, perceived personalization and the willingness to disclose personal information than the pull method; secondly, to explore the relationship between network usage motivation, coupon issuance method and the willingness to use cell phone coupons Secondly, the relationship between the motivation of Internet use, coupon issuance method and the willingness to use mobile coupons, perceived personalization and personal information disclosure was explored. The results show that (1) the motivation of Internet use fails to influence consumers' willingness to use coupons through the mediating role of perceived personalization, and the chain mediation of perceived personalization and willingness to disclose personal information; (2) the coupon issuance method influences consumers' willingness to use coupons through the mediating role of perceived personalization, and the chain mediation of perceived personalization and willingness to disclose personal information; and the moderating effect of the recommended explanation of The results of the study show that when the coupon distribution method affects consumers' willingness to use coupons through the chain mediation of perceived personalization and willingness to disclose personal information, the recommendation explanation plays a moderating role in the influence of perceived personalization on willingness to disclose personal information.The study concludes that (1) shopping motivation has a stronger effect on mobile coupon use intention, perceived personalization, and personal information disclosure intention than entertainment motivation, but web use motivation fails to have an effect on coupon use intention through perceived personalization and personal information disclosure intention, so web use motivation has a direct effect on coupon use intention, perceived personalization, and personal information disclosure intention. (2) The push method has a stronger effect on the willingness to use mobile coupons, perceived personalization, and willingness to disclose personal information than the pull method. And the coupon distribution method has an impact on coupon use intention through perceived personalization and personal information disclosure intention mediating role; recommendation explanation plays a moderating role in the impact of perceived personalization on personal information disclosure intention; there is no difference in the moderating role under high and low recommendation explanation level. |
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