Document Type : Original Article
Authors
- Hesamoddin Mostafaei
- Bagher Asgarnezhad Nouri
- Hooshmand Bagheri Garbollagh
- Ramin Bashir Khodaparasti
Faculty of Economics and Management, Urmia University, Iran
Abstract
Marketers increasingly employ personalized advertising tailored to Generation Z, a demographic uniquely shaped by the digital era. These consumers demonstrate heightened privacy awareness and engage in a “privacy calculation” process, balancing the benefits and risks of sharing personal information.This research investigates the personalization-privacy paradox and its influence on the behavioral intentions of Gen Z consumers. The statistical population consisted of students from Urmia University, aged between 18 and 27. Using Cochran’s formula, a sample size of 384 participants was determined. Data collection was carried out using a standardized questionnaire, and analysis was conducted using the partial least squares method with SPSS and Smart PLS software.The results demonstrate that personalization has a significant positive impact on behavioral intentions, such as purchase intention and viral behavioral intention. Additionally, personalization significantly affects how consumers perceive both the threats and the benefits of sharing personal data. The perceived benefits positively influence the perceived value of disclosing information, whereas perceived threats negatively impact this value. Moreover, the perceived value of information disclosure significantly contributes to shaping consumer behavioral intentions. The study also highlights that privacy concerns play a moderating role, negatively affecting the relationship between the perceived value of data disclosure and consumers’ behavioral responses. This underscores the importance of addressing privacy concerns in personalized marketing strategies aimed at Generation Z.
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