Publicação
Hyper-Personalisation in Digital Finance: Understanding Disclosure Decisions in Data-Driven Services
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | |
| datacite.subject.sdg | 09:Indústria, Inovação e Infraestruturas | |
| datacite.subject.sdg | 12:Produção e Consumo Sustentáveis | |
| datacite.subject.sdg | 16:Paz, Justiça e Instituições Eficazes | |
| dc.contributor.advisor | Rohden, Simoni Fernanda | |
| dc.contributor.author | Moura, Helena Jerónimo Velho Cabral | |
| dc.date.accessioned | 2026-07-06T13:12:23Z | |
| dc.date.available | 2026-07-06T13:12:23Z | |
| dc.date.issued | 2026-06-24 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence | |
| dc.description.abstract | Hyper-personalisation has emerged as a central capability in digital financial services, raising important questions about its impact on consumers’ willingness to disclose personal data. Grounded in the personalisation-privacy paradox and the privacy calculus framework, a quantitative experimental design was employed across two contexts: a routine home banking environment and a higher-stakes AI-driven investment platform. The findings indicate that hyper-personalisation does not exert a direct effect on willingness to disclose personal data. Instead, its influence is indirect and context dependent. In the banking context, hyper-personalisation increases both perceived benefits and perceived risks, generating opposing effects that offset each other at the behavioural level. In contrast, in the investment context, it does not significantly influence perceived risk, perceived benefits, or trust, even though these variables remain strong predictors of disclosure behaviour. This suggests that in higher-stakes environments, individuals rely less on interface cues and more on stable cognitive evaluations and pre-existing attitudes. Trust emerges as a stable antecedent rather than a short-term outcome of personalisation exposure, while data literacy plays a limited but directional role by strengthening the effect of perceived benefits. Overall, the findings support a conditional understanding of hyper-personalisation, demonstrating that its effectiveness depends on its ability to meaningfully shape users’ perceptions within specific decision contexts. | eng |
| dc.identifier.uri | http://hdl.handle.net/10362/204350 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Hyper-personalisation | |
| dc.subject | Digital finance | |
| dc.subject | Willingness to share personal information | |
| dc.subject | Privacy calculus | |
| dc.title | Hyper-Personalisation in Digital Finance: Understanding Disclosure Decisions in Data-Driven Services | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Intelligence |