Research On The Mechanism And Influencing Factors Of Perceived Personalization On Customer Repurchase Intention

This research takes the online education platform as the research background,based on privacy calculus theory,signal theory,and customer engagement theory,and takes customers who have purchased and used personalized courses on the online education platform as the survey objects,takes theoretical analysis of the mechanism and influencing factors of the relationship between perceived personalization and customer repurchase intention.And this research combines with the survey data of various online education platforms to empirically test the mechanism and boundary conditions between perceived personalization and customer repurchase intention.The research puts forward for the first time that there is a double-edged sword effect on the influence of perceived personalization on customers’ repurchase intention,in which the positive influence of utilitarian value,hedonic value,social presence and the negative influence of privacy concerns constitute a positive and negative mechanism.This research conducted an online survey on customers who have purchased and used personalized courses on the online education platform.500 questionnaires were collected through the questionnaire platform to test the research model,and explore the influencing factors and mechanism between perceived personalization and customers’ repurchase intentions,and verify the utilitarian value,hedonic value,social presence and privacy concerns are the mediators of the relationship between perceived personalization and customers’ repurchase intentions.This research enriches the empirical research on personalized products or services in the context of online education platforms,uncovers the black box of the mechanism of customer repurchase intention and long-term use intention of personalized products on online education platforms.This study introduces new interpretations and solutions for the personalization-privacy paradox in the online education platforms context.This research explores the relationship between perceived personalization and utilitarian value,hedonic value,social presence,and privacy concerns.First,perceived personalization has a positive relationship with the customer’s perceived utilitarian value,hedonic value,and social presence.The higher the degree of customer perceived personalization,the more the content,quality,and design of perceived courses are in line with customers’ personal preferences and needs.With the improvement of the degree of perceived personalization,the customers’ utilitarian value increases.With the improvement of the degree of customer’s perceived personalization,the stronger the sense of pleasure and satisfaction that customers obtain through personalized course learning,the greater the customer’s perceived hedonic value.The higher the degree of perceived personalization,and the support and guarantee of platform technology,the customers’ perception is the same as the experience obtained in offline courses,and the stronger the warmth,interactivity,and sensitivity.The higher the degree of perceived personalization,the more personalized courses representing the online education platform are in line with customers’ personal preferences,the increased perceived warmth and customer sensitivity,and stronger social presence.The social presence will increase with the degree of perceived personalization enhanced.In order to obtain more personalized products,customers need to provide more personal information,which leads to greater privacy concerns for customers.The relationship between utilitarian value,hedonic value,social presence,and privacy concerns on customers’ repurchase intentions is as follows.First,the acquisition of customer’s perceived utilitarian value,hedonic value,and social presence effectively promotes customers’ repurchase intentions,and customer privacy concerns have a negative impact on customers’ repurchase intentions.It measures its impact on customers’ repurchase intention from two aspects:value acquisition and value loss.The analysis of empirical data shows that value acquisition has a positive impact on customers’ repurchase intentions,and value loss has a significant negative impact on customers’ repurchase intentions.Second,customer perceived utilitarian value,hedonic value,social presence,and privacy concerns play an intermediary role between perceived personalization and customer repurchase intentions.The empirical results verify the intermediary between customer perceived personalization and customer repurchase intentions mechanism.This study uses privacy calculus theory to comprehensively analyze the important intermediary variables between perceived personalization and customer repurchase intentions,and provides an important theoretical basis for the solution of the personalization-privacy paradox.The research uses signal theory and customer engagement theory to theoretically expand the boundary conditions of the relationship between customer perceived personalization,perceived value,and privacy concerns.Based on the background of online education platforms,the research puts forward three important boundaries of platform governance,social influence,and self-efficacy.First,from the perspective of signal theory,platform governance is conducive to customers’ recognition and trust of information,technology,and resources such as platforms,courses,teachers,and provides guidance for customers to make consumer behavior decisions and consumer experience.According to the empirical results,platform governance makes the positive relationship between perceived personalization and utilitarian value stronger,platform governance makes the positive relationship between perceived personalization and hedonic value stronger,and platform governance makes the positive relationship between perceived personalization and social presence become stronger,but platform governance has no effect on the moderating effect of the relationship between perceived personalization and privacy concerns.Second,from the perspective of signal theory,it is proposed that social influence is conducive to enhancing customer’s word-of-mouth recommendation on platforms,courses,teachers,etc.,thereby has an impact on the customer’s consumption experience.According to the analysis of empirical results,social influence makes the positive relationship between perceived individualization and utilitarian value stronger,and social influence weakens the positive relationship between perceived personalization and privacy concerns.However,social influence has no effect on the moderating effect of the relationship between perceived personalization and hedonic value,as well as the relationship between perceived personalization and social presence.Third,from the perspective of customer engagement theory,it is proposed that self-efficacy is beneficial to enhancing customers’ learning ability,problem solving ability,and confidence in completing learning goals for personalized courses on the platform,and has an impact on the perceived value and privacy concerns of customers.According to the analysis of empirical results,self-efficacy makes the positive relationship between perceived personalization and utilitarian value stronger,as well as perceived personalization and hedonic value.Self-efficacy weakens the relationship between perceived personalization and privacy concerns.However,self-efficacy has no effect on the moderating effect of the relationship between perceived personalization and social presence.This research conducts a comprehensive and in-depth analysis of the rapidly developing online education platforms,personalized products and services,and privacy issues.Based on privacy calculus theory,signal theory,and customer engagement theory,it provides an in-depth analysis of customer perceived personalization and customer repurchase intention.The mechanism and boundary conditions between perceived personalization and customer repurchase intentions are analyzed in depth and theoretically expanded.The three important moderating variables of platform governance,social influence,and self-efficacy are proposed to regulate the relationship between perceived personalization and customer repurchase intentions.This research has a certain role in effectively guiding customers to improve customers’ repurchase intentions and promoting customers’ purchasing behavior.At the same time,it has certain guiding significance to the platform economy,especially the operation management and development of online education platforms.