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Timing of Adaptive Web Personalization and its Effects on Online Consumer Behavior

Ho, Shuk (Susanna); Bodoff, David; Tam, Kar Yan


Web personalization allows online merchants to customize Web content to serve the needs of individual customers. Using data mining and clickstream analysis techniques, merchants can now adapt website content in real time to capture the current preferences of online customers. Though the ability to offer adaptive content in real time opens up new business opportunities for online merchants, it also raises questions of timing. One question is when to present personalized content to consumers....[Show more]

CollectionsANU Research Publications
Date published: 2011
Type: Journal article
Source: Information Systems Research
DOI: 10.1287/isre.1090.0262


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