「Does Consumer Privacy Protection Always Hurt Companies?
Evidence from the Apple’s App Tracking Transparency Policy」
| 日時 | 2025年4月15日（火）16:00～18:00 |
|---|---|
| 開催方法 | ①対面 ＊11号館4階第４会議室にお越しください。 ②Zoom＊お申込み完了の自動返信メールにて、参加用URLをお知らせいたします。 |
| 対象 | 学生・教職員・一般 |
| 講演者 | Yiting Deng 氏（Associate Professor, UCL School of Management, University College London） |
| 要旨 | It is common practice for brands to collect personal data through their mobile apps to enhance targeting capabilities. However, privacy regulations increasingly restrict such data collection and may lead to decreased targeting efficiency. This paper examines the impact of privacy regulations on consumer purchasing behavior, using Apples App Tracking Transparency (ATT) policy as an exogenous shock and data from a leading coffee chain in China. Because the ATT feature affects only iPhone users, we regard the iPhone users as the treatment group and Android users as the control group, and estimate a causal forest model within a difference-in-differences framework. Our findings reveal that, following the implementation of ATT, iPhone users became more responsive to coupons and increased their spending. The effects are particularly pronounced among female customers and those who were more privacy-sensitive. These results imply that when individuals have greater control over their privacy, consumer trust is enhanced, leading to greater responsiveness to promotions. In addition, we find that the positive effects are weaker for customers who recently joined the company and who used fewer coupons in the pre-treatment period, suggesting that the efficiency-decreasing is also present. Our results suggest that privacy regulations that provide users with control over their personal data can potentially benefit both consumers and businesses, despite the potential reduction in targeting efficiency. |
| 世話人 | 石井 裕明（早稲田大学商学学術院 准教授） |
| 参加申し込み方法 | 参加はこちらからお申込みください。※4月11日（金）17:00締切 |
| その他 | 早稲田大学商学部・産業経営研究所・嶋村分科会・山野井分科会・早稲田大学イノベーション研究所 |
