Personalized Marketing's Role in Shaping Consumer Confidence in Privacy Security within the Sales Sector

Abstract

The impact of personalized marketing strategies on consumer privacy and information security evolved in the sales industry in the era of big data has increasingly become an issue that cannot be ignored in the development process of enterprises in the sales industry. Based on the sales industry, this paper selects consumer trust and consumer participation as mediating variables to study the influence of personalized marketing strategies in the sales industry on consumer confidence in privacy information security. The results of the study show that personalized marketing strategies in the sales industry have a significant negative impact on consumer confidence in privacy information security, and a significant positive impact on the mediating variables of consumer trust and consumer participation. The study also draws a series of conclusions based on the degree of linear influence, such as that personalized marketing strategies are more difficult to win intrinsic consumer trust than behavior trust, and that intrinsic consumer trust leads to greater consumer participation than behavior trust. The paper concludes with recommendations for innovating and improving the privacy protection system, strengthening the whole process of personalized marketing and users themselves protecting the privacy of their own, as well as a prospect for future research to further improve the research system and the model.