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Personalization versus Privacy: An Empirical Examination of the Online Consumer’s Dilemma

Online Customer BehaviorConsumer Decision MakingBuying BehaviorBehavioral Decision MakingDigital MarketingInteractive MarketingManagementConsumer ResearchOnline Consumer ’E-service PersonalizationConsumer BehaviorPersonalization Versus PrivacyCommunicationUser PerceptionMarketingPrivacy ConcernEmpirical Examination