2019 Volume 19 Pages 1-7
Marketing research based on smart devices increases the risk of consumer privacy breaches and criminal damage while broadening the potential of marketing activities. In this research, we focus on consumer consent to such new research activities. The purpose of this study is to clarify the characteristics of the consent, and examine whether compliance with consent can function sufficiently as an ethical behavior standard of marketing research activities. Results of the examination showed that the incidentality of the research-related consent made the consent unwilling and that the ratio of consent-format based incidentality of the consent and the extent of the secondary use of consumer information had a positive correlations with the level of unwillingness of the consent. From these findings, it was confirmed that diagnosing corporate research activities only only from the view of th compliance with consent content was insufficient in terms of suppressing negative consumer reactions.
