How consumers evaluate website personalization : identification and measurement of specific benefits
de Pechpeyrou, Pauline (2007), How consumers evaluate website personalization : identification and measurement of specific benefits, The 36th European Marketing Academy conference, EMAC, 2007-05, Reykjavik, Islande
TypeCommunication / Conférence
Conference titleThe 36th European Marketing Academy conference, EMAC
MetadataShow full item record
Author(s)de Pechpeyrou, Pauline
Abstract (EN)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.
Subjects / KeywordsInternet; Customer loyalty; Consumer behavior
JELM31 - Marketing
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