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Trait-Based Segmentation for Mobile Personalization and Privacy Concerns: A Cluster Analysis Based on Need for Cognitive Closure

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posted on 2024-10-04, 19:08 authored by Xuan Quach

This research explores the connection between consumers’ characteristics and their perceptions of personalized preferences and privacy concerns. From a sample of 285 participants and using a cluster analysis technique, I segment consumers based on their need for cognitive closure. Need for cognitive closure contains five dimensions (preference for order, preference for predictability, discomfort with ambiguity, close-mindedness, and decisiveness) that characterizes one’s desire for firm answers and predictability. Three cluster groups, “Equivocal Users”, “Structured Users”, and “Eclectic Users” were identified and supplementary analyses revealed differences in their mobile personalization and preference for information privacy. The findings provide key insights and recommendation for marketers and retail managers to implement appropriate personalization strategies for these distinct target groups 

History

Language

English

Degree

  • Master of Science in Management

Program

  • Master of Science in Management

Granting Institution

Ryerson University

LAC Thesis Type

  • Thesis

Thesis Advisor

Dr. Seung Hwan (Mark) Lee

Year

2021

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    Management (TRSM) (Theses)

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