Hyperpersonalization in E-Commerce - Effects on Consumer Perception and Behavior

Abstract

This study examines the effects and perceptions of hyperpersonalization in the German e-commerce market using a mixed-methods approach. Despite the strong data privacy awareness in Germany, the study shows that widespread concerns about data privacy and personal information protection do not have a significant impact on the acceptance of personalized advertising. This finding is particularly noteworthy as it suggests that the perceived benefits of hyperpersonalization outweigh the potential risks for many consumers. The research results highlight that hyperpersonalization can be an effective tool to enhance the relevance of advertising and positively influence purchasing behavior. However, this is only the case when companies carefully balance personalization with the protection of consumer privacy. In sensitive product categories, a cautious and well-considered approach is required to gain and maintain customer trust. Companies need to further develop their personalization strategies to meet the diverse needs and expectations of different target groups, especially in sensitive product categories.