The Effects of Malfunctioning Personalized Services on Users' Trust and Behaviors
Online merchants adopt web personalization to customize web content to match online users' needs. Prior research has only looked at the "success" side of web personalization. Little research examines the "problematic" side of web personalization. The objective of this research is to explore how "malfunctioning" personalized web services influence an online user's trust in the personalization agent and the behavioral intention of that user. In particular, this research looks at two types of...[Show more]
|Collections||ANU Research Publications|
|Source:||PACIS 2011 Proceedings|
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