大数据时代顾客隐私关注度对企业精准营销效益影响的实证研究

Empirical Study on the Impact of Customer Privacy Concerns on Enterprise Precision Marketing Benefits in the Era of Big Data

针对大数据技术精准营销所涉及的个人隐私和网络安全问题给企业效益带来的负面影响,提出带有调节效应的企业精准营销效益影响因素的研究模型,为电商企业实现营销效益最大化提供参考与理论依据;运用结构方程模型的方法进行实证分析,结果发现:企业的广告精准投放、市场精准定位和有效沟通方式对企业营销效益有显著正向影响;顾客对个人数据收集抵触度、网络安全敏感度对广告精准投放、有效沟通方式与企业效益的关系存在负向调节效应,但对市场精准定位与企业效益的关系调节效应不显著;在此基础上提出了针对企业、政府部门的对策和建议。

In view of the negative impact of the problem in personal privacy and network security involved in precision marketing of big data technology on enterprise benefit,this paper puts forward the research model on the factors affecting enterprise precision marketing with moderating effect,which provide reference and theoretical basis for e-commerce enterprises to realize marketing benefit maximization.Structural equation model is used to conduct empirical analysis,and the results show that accurate advertisement of the enterprises,accurate market positioning and effective communication have positive influence on enterprise marketing benefit,that customers’resistance to personal data collection and network security sensitivity have negatively regulating effect on the relationship between accurate advertisement,effective communication mode and enterprise benefit,however,their regulating effect on the relationship between accurate market positioning and enterprise benefit is not significant.Finally,on the basis of above,this paper proposes countermeasures and suggestions for the enterprises and government departments.