University of Twente Student Theses


Personal consumer environment : the consumer in control of his digital footprints

Seliger, L. (2020) Personal consumer environment : the consumer in control of his digital footprints.

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Abstract:Aim. An environment in which consumers have full control over their own information under their own circumstances can be a unique turning point in the marketing world. Although the GDPR has taken a step to give consumers control over their digital footprint, consumers still feel that they have no control over their retail data. Therefore, this study addresses the lack of control over retail data by exploring the principles and requirements of an, as yet unknown, Personal Consumer Environment (PCE). In this study, consumers will have control over their retail data from retailers with an online presence by means of a digital environment. Method. A qualitative exploratory study was set up using focus groups among participants who differ in age, gender and level of education. A total of 30 participants, divided over 6 groups, participated in the sessions. Each group contained 5 participants in which three topics were discussed: knowledge about retail data, the need for control and finally the principles and requirements of a PCE. To provide direction to the research and the participants, a similar digital environment, Personal Health Record (PHR), was used as an example. Results. As a result of this research, many participants have no knowledge of the collection of retail data from retailers with an online presence. Because many participants, with the exception of a few, do not know how to gain control over this collected data. Secondly, this study has shown that a large proportion of participants do need to have more control over their retail data. Awareness plays an important role in fulfilling this need. Thirdly, all factors of UTAUT2, with the exception of Habit and Hedonic Motivation, can influence the acceptance of a PCE. Furthermore, factors such as privacy and trust are unmistakable for the principles and requirements for this digital environment. Finally, in addition to these principles and requirements, consumers particularly identify risks in the leakage and abuse of retail data. Conclusion. Based on this research, it can be concluded that thirteen principles and requirements have been discussed that provide insight into the acceptance of PCE. These thirteen principles and requirements contribute to increasing the consumer's control over their retail data originating from retail companies with an online presence.
Item Type:Essay (Master)
Adwise B.V.
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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