The role of personalization and emotional attachment on privacy calculus: an empirical study of intelligent voice assistant

Purpose Based on privacy calculus theory (PCT), this paper aims to investigate personalization-privacy paradox (PPP) in the context of intelligent voice assistant (IVA). Besides, the moderating role of emotional attachment on privacy calculus is also considered. Design/methodology/approach A total of 247 valid online questionnaires were gathered in China, and the results were analysed using partial least squares-structural equation modeling (PLS-SEM). Findings The results show that personalization increases consumers’ perceived benefit of information disclosure (PBID) and decreases their privacy concern. Emotional attachment negatively moderates the effect of privacy concern on perceived value of information disclosure (PVID). Originality/value With the consideration of moderating role of emotional attachment on privacy calculus, this paper is the limited investigation about PPP within the context of IVA. The results challenge the traditional view about PPP, as well as offer fresh insight into consumers’ privacy calculus process.