Should Personalization Marketing Include Consumer's Name?

With the rapid development of Internet,More and more firms recommend products or services that satisfy their taste,through tracking and analyzing customer's personal information,namely personalization marketing.One of the purpose for firms to use personalization marketing is to increase the sales through increasing the purchase intention of customers.For consumers,personalization marketing can help reduce information process,thus finding satisfied products more quickly and conveniently.But even personalized marketing is good for consumers,sometimes the consumer will resist personalization marketing,because the personalization marketing can trigger their privacy concern,then reduce their trust for firms,and ends with lower purchase intention,which is exactly contrast with the initial purpose of personalization marketing.Therefore,our study is aimed to explore when personalization marketing can promote consumers' purchase intention.Firstly,We divide personalization marketing into two categories:personalization marketing with customer's name、personalization marketing with general appellation.we are going to explore how the two categories influence consumers' purchase intention.Secondly,our study has explored the moderation effect of familiarity between personalization marketing and consumers' purchase intention.It reflects that when consumers are familiar with firms,conducting personalization marketing with their name can improve consumers' purchase intention,compared to general appellation.However,when consumers are unfamiliar with firms,conducting personalization marketing with their name can reduce consumers' purchase intention,compared to general appellation.Trust acts as a mediator.Finally,we testify the the moderation effect of festival greetings and familiarity together between personalization marketing and consumers' purchase intention.Our conclusion suggests that if firms send festival greetings,conducting personalization marketing with their name can increase consumers' purchase intention oppositely.Trust acts as a mediator.