How Consumers Evaluate Website Personalization: Identification and Measurement of Specific Benefits

• Main Author: De Pechpeyrou, Pauline
• Other Authors: 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: Other/Unknown Material
• Language: English
• Published: HAL CCSD 2007
• Subjects: personalization; consumer's benefits; websites; loyalty; manag; info; Iceland
• Online Access: https://halshs.archives-ouvertes.fr/halshs-00175994

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.