engleski

The development of database marketing: does consumer information privacy matter?

Direct marketing industry relies upon consumer databases, information and communication with consumers. With the spread of modern information technology, consumer information privacy concern (CFIP) has become an important factor for the development of database marketing. The purpose of this paper is to examine and present the antecedents and consequences of CFIP in the context of database marketing. This paper introduces a theoretical model that extends the Technology Acceptance Model (TAM) and examines the impacts of consumer attitudes towards direct and database marketing on CFIP, and the effects of CFIP on willingness to provide information, purchase intention and consumer purchases. The model posits that perceived control over the data might alleviate the effects of negative consumer attitudes on CFIP, while perceived usefuleness might reduce negative effects of higher level of CFIP on willingness to provide information, purchase intentions and consumer actual purchases. Managerial implications are discussed in the paper.

Database marketing; Direct marketing; Consumer information privacy concern; Consumer attitudes; Willingness to provide personal information; Consumer purchases

This work has been supported by the Croatian Science Foundation under the project 7913.