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The effects of time and number of personalized items on USERS' amount of sampling

Bodoff, David; Ho, Shuk (Susanna)


With advances in personalization technologies, websites are increasingly able to personalize web content and provide users with a unique experience. This research examines the effects of personalization on the amount of sampling of (1) personalized and (2) stock items. Two theories, Elaboration Likelihood Model (ELM) and Consumer Search Theory (CST), provide the basis for four hypotheses about these extended indicators. The two theories differ in theoretical level of abstraction. ELM models a...[Show more]

CollectionsANU Research Publications
Date published: 2014
Type: Conference paper
Source: ECIS 2014 Proceedings - 22nd European Conference on Information Systems


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