Title Personalised and generic messages: effects on perceived intrusiveness and consumers’ intention to purchase high- and low-value products online
Translation of Title Asmeninės ir bendrinės žinutės: suvokiamo įkyrumo poveikis ir vartotojų ketinimas pirkti aukštos ir žemos vertės produktus internetu.
Authors Ali Abidi, Saif
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Pages 74
Keywords [eng] message personalization, perceived intrusiveness, online purchase intention, electronic commerce, product value, marketing communication
Abstract [eng] Message personalization has become a key component of marketing in today's highly competitive world of electronic commerce. The purpose of this research was to look at the complex effects of personalized and generic brand messages on the Online Purchase Intention of consumers using Perceived Usefulness, Perceived Ease of Use, Attitude Toward Brand and Perceived Intrusiveness as mediating factors. It also studied how Product Type (utilitarian, high-involvement vs. hedonic, low-involvement) moderates the relationships. The study was conducted using a positivistic paradigm and deductive research strategy. A two-by-two factorial design was used in a between-subjects experimental context and was delivered to participants via an online survey. There were 461 participants from a variety of countries included in the sample for this study. MANOVA and multiple regression analyses were used to analyze the data. Upon conducting preliminary analyses of the data, it was determined there was a serious methodological flaw in this study as the internal consistency (reliability) of the multi-item measurement scales was extremely low, therefore, threatening to invalidate the results of the study. Therefore, the main hypothesis tests produced only non-significant results. Neither the manipulation of message type or product type produced statistically significant results on the mediating variables or purchase intention. Even with successful manipulation checks, the primary theoretical model for the study was not supported due to the overwhelming measurement error. The thesis concludes with a discussion of the implications of this measurement failure, an evaluation of the methodological rigor of the study and recommendations for future research to address the issues identified in this study.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026