The effects of perceived privacy protection on trust and personalized marketing of digital marketplace platform in Bangkok metropolis

Abstract

This research aimed to: (1) examine the effects of customers’ perceived privacy protection on trust and perceived personalized marketing; and (2) examine the effect of trust on perceived personalized marketing. A mixed-methods research design was employed. The participants comprised 10 experts and experienced professionals in the digital marketplace platform business and 400 digital marketplace platform users residing in Bangkok, Thailand. Two research instruments were used: in-depth interviews and a questionnaire. Quantitative data were analyzed using percentage, mean, standard deviation, and structural equation modeling (SEM).The findings revealed that customers’ perceived privacy protection had positive effects on both trust and perceived personalized marketing. Trust also had a positive effect on perceived personalized marketing. These findings contribute to explaining the relationships among perceived privacy protection, trust, and personalized marketing and provide empirical evidence that can inform the development of digital marketing strategies that foster consumer trust while ensuring the appropriate use of personal data.