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

Bodoff, David; Ho, Shuk (Susanna)

Description

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]

dc.contributor.authorBodoff, David
dc.contributor.authorHo, Shuk (Susanna)
dc.coverage.spatialTel Aviv, Isreal
dc.date.accessioned2015-12-13T22:31:44Z
dc.date.createdJune 9-11 2014
dc.identifier.isbn9780991556700
dc.identifier.urihttp://hdl.handle.net/1885/75391
dc.description.abstractWith 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 user's response to an appealing item, whereas CST models a user's overall search strategy. They complement each other, but sometimes lead to competing hypotheses. This research conducts an online field experiment to examine these predictions and provide empirical evidence to validate the proposed hypotheses. Theoretically, our research extends personalization literature by providing a more complete picture of the effects of personalization on users' sampling behavior. Practically, our research reveals how effective personalization influences various users' sampling in return visits. This provides insights for online merchants who plan to invest in personalization technologies.
dc.publisherAssociation for Information Systems
dc.relation.ispartofseries22nd European Conference on Information Systems, ECIS 2014
dc.sourceECIS 2014 Proceedings - 22nd European Conference on Information Systems
dc.source.urihttp://ecis2014.eu/E-poster/docs.php
dc.titleThe effects of time and number of personalized items on USERS' amount of sampling
dc.typeConference paper
local.description.notesImported from ARIES
local.description.refereedYes
dc.date.issued2014
local.identifier.absfor080602 - Computer-Human Interaction
local.identifier.ariespublicationU3488905xPUB4599
local.type.statusPublished Version
local.contributor.affiliationBodoff, David, University of Haifa
local.contributor.affiliationHo, Shuk (Susanna), College of Business and Economics, ANU
local.description.embargo2037-12-31
local.bibliographicCitation.startpage1
local.bibliographicCitation.lastpage14
dc.date.updated2015-12-11T09:02:26Z
local.identifier.scopusID2-s2.0-84905862579
CollectionsANU Research Publications

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