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The Effects of Web Personalization on Influencing Users' Switching Decisions to a New Website

Ho, Shuk (Susanna); Ho, Kevin K W


Numerous firms are taking advantage of interactive technologies to personalize their interactions with users. They invest many resources in personalization to provide personalized services of higher quality in the hope of more business opportunities and higher customer satisfaction. Despite the proliferation of personalized web services worldwide, prior research on how personalization attracts users to switch to a personalized website is minimal. If this question is left unanswered, online...[Show more]

CollectionsANU Research Publications
Date published: 2008
Type: Conference paper
Source: Proceedings of the 2008 Pacific Asia Conference on Information Systems


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