How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits
International audience Web personalization has been extensively studied in the IS literature; yet marketing research on consumer's reactions to web personalization is scarce. This research identifies and empirically validates specific benefits that consumers associate to web personalization. Fi...
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ftccsdartic:oai:HAL:halshs-00175994v1 2023-05-15T16:48:36+02:00 How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits De Pechpeyrou, Pauline Dauphine Recherches en Management (DRM) Université Paris Dauphine-PSL Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS) PhD Program Essec Business School Reykjavik, Iceland 2007-05-22 https://halshs.archives-ouvertes.fr/halshs-00175994 en eng HAL CCSD halshs-00175994 https://halshs.archives-ouvertes.fr/halshs-00175994 EMAC Proceedings EMAC https://halshs.archives-ouvertes.fr/halshs-00175994 EMAC, May 2007, Reykjavik, Iceland. pp.XX personalization consumer's benefits websites loyalty [SHS.GESTION]Humanities and Social Sciences/Business administration info:eu-repo/semantics/conferenceObject Conference papers 2007 ftccsdartic 2021-11-21T05:25:07Z International audience Web personalization has been extensively studied in the IS literature; yet marketing research on consumer's reactions to web personalization is scarce. This research identifies and empirically validates specific benefits that consumers associate to web personalization. Five different benefits are evidenced by literature review and a qualitative research: interesting offers, reduced perceived risk, search time reduction, memorization and enlarged consideration set. Interestingly, only search time reduction and memorization (the two facets of the “cognitive” benefit) significantly relate to attitude towards personalization and intention to return to the website. Managerial implications and future research directions are then discussed. Conference Object Iceland Archive ouverte HAL (Hyper Article en Ligne, CCSD - Centre pour la Communication Scientifique Directe) |
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Archive ouverte HAL (Hyper Article en Ligne, CCSD - Centre pour la Communication Scientifique Directe) |
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ftccsdartic |
language |
English |
topic |
personalization consumer's benefits websites loyalty [SHS.GESTION]Humanities and Social Sciences/Business administration |
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personalization consumer's benefits websites loyalty [SHS.GESTION]Humanities and Social Sciences/Business administration De Pechpeyrou, Pauline How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
topic_facet |
personalization consumer's benefits websites loyalty [SHS.GESTION]Humanities and Social Sciences/Business administration |
description |
International audience Web personalization has been extensively studied in the IS literature; yet marketing research on consumer's reactions to web personalization is scarce. This research identifies and empirically validates specific benefits that consumers associate to web personalization. Five different benefits are evidenced by literature review and a qualitative research: interesting offers, reduced perceived risk, search time reduction, memorization and enlarged consideration set. Interestingly, only search time reduction and memorization (the two facets of the “cognitive” benefit) significantly relate to attitude towards personalization and intention to return to the website. Managerial implications and future research directions are then discussed. |
author2 |
Dauphine Recherches en Management (DRM) Université Paris Dauphine-PSL Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS) PhD Program Essec Business School |
format |
Conference Object |
author |
De Pechpeyrou, Pauline |
author_facet |
De Pechpeyrou, Pauline |
author_sort |
De Pechpeyrou, Pauline |
title |
How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
title_short |
How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
title_full |
How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
title_fullStr |
How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
title_full_unstemmed |
How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits |
title_sort |
how consumers evaluate website personalization: identification and measurement of specific benefits |
publisher |
HAL CCSD |
publishDate |
2007 |
url |
https://halshs.archives-ouvertes.fr/halshs-00175994 |
op_coverage |
Reykjavik, Iceland |
genre |
Iceland |
genre_facet |
Iceland |
op_source |
EMAC Proceedings EMAC https://halshs.archives-ouvertes.fr/halshs-00175994 EMAC, May 2007, Reykjavik, Iceland. pp.XX |
op_relation |
halshs-00175994 https://halshs.archives-ouvertes.fr/halshs-00175994 |
_version_ |
1766038674724618240 |