An Empirical Study on the Impact of Personal Privacy Information on Enterprise Precision Marketing Benefits

This study adopts the method of questionnaire survey, to 602 enterprises and related customer field investigation, through the actual data, launched the personal privacy information on the enterprise precision marketing benefit of empirical research, on the basis of the previous literature hypothesis, and build the influence of intermediary variables path model. Research shows that customers' resistance to personal privacy information and their sensitivity to network security are not right, and the benefits of precision marketing will have a direct impact, but will have a negative adjustment effect on the precision marketing benefits through accurate advertising and effective communication methods. At the same time, the customer's resistance to personal privacy information data collection and the sensitivity of network security are not significant in the adjustment between the market precision positioning and precision marketing benefits. On this basis, it is suggested that enterprises should make full use of big data technology, improve the accuracy of customer privacy data mastery, and reduce the degree of customers' resistance to personal privacy, and need the government and society to build a stable and benign precision marketing system.