{"id":4700,"date":"2025-03-24T09:20:40","date_gmt":"2025-03-24T00:20:40","guid":{"rendered":"https:\/\/www.waseda.jp\/fcom\/riba\/?p=4700"},"modified":"2025-04-21T09:16:48","modified_gmt":"2025-04-21T00:16:48","slug":"2025%e5%b9%b44%e6%9c%8815%e6%97%a5%e7%81%ab-%e3%81%ab%e7%94%a3%e7%a0%94%e8%ac%9b%e6%bc%94%e4%bc%9a-%e3%80%8cdoes-consumer-privacy-protection-always-hurt-companies-evidence-from-the-apples","status":"publish","type":"post","link":"https:\/\/www.waseda.jp\/fcom\/riba\/news\/4700","title":{"rendered":"2025\u5e744\u670815\u65e5(\u706b) \u306b\u7523\u7814\u8b1b\u6f14\u4f1a \u300cDoes Consumer Privacy Protection Always Hurt Companies? Evidence from the Apple\u2019s App Tracking Transparency Policy\u300d\u304c\u958b\u50ac\u3055\u308c\u307e\u3059\u3002"},"content":{"rendered":"

\u300cDoes Consumer Privacy Protection Always Hurt Companies?
\nEvidence from the Apple\u2019s App Tracking Transparency Policy\u300d<\/h3>\n
\n\n\n\n\n\n\n\n\n\n
\u65e5\u6642<\/th>\n2025\u5e744\u670815\u65e5\uff08\u706b\uff0916:00\uff5e18:00<\/td>\n<\/tr>\n
\u958b\u50ac\u65b9\u6cd5<\/th>\n\u2460\u5bfe\u9762 \uff0a11\u53f7\u99284\u968e\u7b2c\uff14\u4f1a\u8b70\u5ba4\u306b\u304a\u8d8a\u3057\u304f\u3060\u3055\u3044\u3002\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u3000\u2461Zoom\uff0a\u304a\u7533\u8fbc\u307f\u5b8c\u4e86\u306e\u81ea\u52d5\u8fd4\u4fe1\u30e1\u30fc\u30eb\u306b\u3066\u3001\u53c2\u52a0\u7528URL\u3092\u304a\u77e5\u3089\u305b\u3044\u305f\u3057\u307e\u3059\u3002<\/td>\n<\/tr>\n
\u5bfe\u8c61<\/th>\n\u5b66\u751f\u30fb\u6559\u8077\u54e1\u30fb\u4e00\u822c<\/td>\n<\/tr>\n
\u8b1b\u6f14\u8005<\/th>\nYiting Deng \u6c0f\uff08Associate Professor, UCL School of Management,
\nUniversity College London\uff09<\/td>\n<\/tr>\n
\u8981\u65e8<\/th>\nIt 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.<\/td>\n<\/tr>\n
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\u53c2\u52a0\u7533\u3057\u8fbc\u307f\u65b9\u6cd5<\/th>\n\u53c2\u52a0\u306f\u3053\u3061\u3089<\/a>\u304b\u3089\u304a\u7533\u8fbc\u307f\u304f\u3060\u3055\u3044\u3002\u203b4\u670811\u65e5\uff08\u91d1\uff0917:00\u7de0\u5207<\/td>\n<\/tr>\n
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 <\/p>\n","protected":false},"excerpt":{"rendered":"

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