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]
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