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An Empirical Examination of the Effects of Web Personalization at Different Stages of Decision Making

Ho, Shuk (Susanna); Tam, Kar Yan


Personalization agents are incorporated in many Web sites to tailor content and interfaces for individual users. In contrast to the proliferation of personalized Web services worldwide, empirical research on the effects of Web personalization is scant. How does exposure to personalized offers affect subsequent product consideration and choice outcome? Drawing on literature in human-computer interaction (HCI) and user behavior, this research examines the effect of three major elements of Web...[Show more]

CollectionsANU Research Publications
Date published: 2005
Type: Journal article
Source: International Journal of Human-Computer Interaction
DOI: 10.1207/s15327590ijhc1901_7


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