资源描述：
《许可营销和隐私问题外文文献翻译》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、外文文献翻译原文及译文标题：PermissionMarketingandPrivacyConcerns—WhyDoCustomers(Not)GrantPermissions?作者:ManfredKrafft,ChristineAnien,PeterVerhoef期干H：JournalofInteractiveMarketing,第39卷，页码：39-54年份:2017字数：译文多字原文PermissionMarketingandPrivacyConcerns一WhyDoCustomers(Not)GrantPermissions?ManfredKrafft,Christine
2、Arden,PeterVerhoefAbstractLittleisknownabouttheinfluenceofmotivatorsthatdriveconsumerstograntpermissiontobecontactedviapersonalizedcommunication.Inthisstudy,aframeworkisdevelopedtoinvestigatetheeffectofselectdriversofconsumersgrantingpermissiontoreceivepersonalizedmessages.Theauthorsdistingu
3、ishbetweendriversrelatedtobenefitandcosttotheconsumers・Theyidentifytheinfluenceofperceivedpersonalrelevance,entertainment,andconsumerinformationcontrolaswellasmonetaryincentivesandlotteryparticipationasbenefit-relatedfactors.Cost-relatedfactorsentailtheregistrationprocess,privacyconcerns,and
4、perceivedintrusiveness・Theauthorsfindthat,exceptformonetaryincentivesandlotteryparticipation,theidentifieddriverssignificantlyinfluenceconsumers'decisiontograntpermission.Thestrongnegativeinfluenceofprivacyconcernsontheprobabilityofgrantingpermissioncanbelessenedbytwobenefit-relatedfactors,n
5、amelymessagecontentwithentertainmentvalueorpersonalrelevancefortheconsumer.Thestudyhelpstoimprovefirmmeasuresaimedatgettingmorepermissions一grantedbycustomersforinteractivecampaigns・Keywords:Communication,Interactivemarketing,Privacyconcerns,PermissionmarketingIntroductionNowadays,potentialcu
6、stomerscanbereachedwithrelevantandindividualizedmessages.However,consumersoftenperceivesuchmessagesasanintrusionoftheirprivacy,whichcreatesachallengeforcompanies・Toaddresssuchconcernsandmeetlegalrequirements,upfrontpermissionbyconsumersprovidesaninterestingoptionforfutureinteraction.Thisconc
7、ept,knownaspermissionmarketing(Godin1999),referstodirectmarketingactivitiesthatrequireconsumers1consenttobecontactedbyaspecificcompany.Thesemessagesaremutuallybeneficialastheyareanticipated,personal,andrelevant(Godin1999).Permissionsdonotonlyhaveap
