An Experimental Study on the Swaying Effect of Web-Personalization
| العنوان: | An Experimental Study on the Swaying Effect of Web-Personalization |
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| المؤلفون: | Saji K. Mathew, Mahesh Balan U |
| المصدر: | ACM SIGMIS Database: the DATABASE for Advances in Information Systems. 50:71-91 |
| بيانات النشر: | Association for Computing Machinery (ACM), 2019. |
| سنة النشر: | 2019 |
| مصطلحات موضوعية: | Computer Networks and Communications, Computer science, business.industry, 05 social sciences, Perspective (graphical), 02 engineering and technology, E-commerce, Recommender system, Preference, Management Information Systems, Personalization, World Wide Web, Information processing theory, 020204 information systems, 0502 economics and business, 0202 electrical engineering, electronic engineering, information engineering, 050211 marketing, Product (category theory), business, Consumer behaviour |
| الوصف: | The multi-dimensionality of online word-of-mouth not only provides rich attribute-level information but also influences the attribute preference construction of the online consumer. Though prior research affirms that consumer reviews impact the attribute preference assessment of a consumer in a non-personalized single-product environment, in a personalized, multiple alternative environment, consumers' behavior could be completely different and requires separate attention. Building on the information processing approach and constructive preference perspective, our research analyzes how personalization influences this swaying effect, i.e., the influence of personalization on the attribute preference of a consumer. We conducted a multi-group experiment with four different types of personalization - non-personalized information (no personalization), self-referent information, relevant information, and both self-referent and relevant information. Our results show evidence of a swaying effect of personalization on consumers' attribute preference for products. We found that users, when exposed to different types of personalization, experience different levels of the swaying effect on their attribute preferences of the product. This study contributes significantly to the current discourse on the setbacks of web personalization and also informs practicing managers on how to develop recommender system strategies. |
| تدمد: | 1532-0936 0095-0033 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::9c1006faf4438b82280d4ca087e17357 https://doi.org/10.1145/3371041.3371047 |
| حقوق: | CLOSED |
| رقم الأكسشن: | edsair.doi...........9c1006faf4438b82280d4ca087e17357 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 15320936 00950033 |
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