Personalized services in online shopping: Enjoyment and privacy

Enjoyment and privacy are essential ingredients for successful personalization. However, the current understanding of the influence of personalization is limited. This study extends personalization literature into the area of enjoyment and privacy issues related to intention to purchase and into the context of online shopping. Responses from 148 online customers were used to examine the effects of personalization on enjoyment, privacy issues and intention to purchase. Results show that personalization affects positively enjoyment and intention, but has no effect on privacy. Additionally, privacy affects negatively both enjoyment and purchase intentions, while enjoyment has a positive influence on purchase intentions. This study suggests future research directions including the relation of trust with privacy, as well as different types of emotions, hedonic and utilitarian dimensions that relate with personalized services.