In view of the negative impact of the problem in personal privacy and network security involved in precision marketing of big data technology on enterprise benefit, this paper puts forward the research model on the factors affecting enterprise precision marketing with moderating effect, which provide reference and theoretical basis for ecommerce enterprises to realize marketing benefit maximization. Structural equation model is used to conduct empirical analysis, and the results show that accurate advertisement of the enterprises, accurate market positioning and effective communication have positive influence on enterprise marketing benefit, that customers’ resistance to personal data collection and network security sensitivity have negatively regulating effect on the relationship between accurate advertisement, effective communication mode and enterprise benefit, however, their regulating effect on the relationship between accurate market positioning and enterprise benefit is not significant. Finally, on the basis of above, this paper proposes countermeasures and suggestions for the enterprises and government departments.
YU Qiang-ming, ZHU Xiao-dong, WU Liang, YAO Run-kun, ZHANG Yao-yao. Empirical Study on the Impact of Customer Privacy Concerns on Enterprise Precision Marketing Benefits in the Era of Big Data[J]. Journal of Chongqing Technology and Business University(Natural Science Edition）,2020,37(4):95-103