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Transaction-Driven Personalization: The Moderating Effects of Personality Traits

Ho, Shuk (Susanna); Tam, Kar Yan; Davern, Michael J


With transaction-driven personalization engines online merchants can use knowledge gained from an individual customer's past transactions to match web content to the customer's individual interests and preferences. Prior research in this area has focused

CollectionsANU Research Publications
Date published: 2007
Type: Conference paper
Source: Proceedings of the 2007 Pacific Asia Conference on Information Systems


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