IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00175994.html
   My bibliography  Save this paper

How Consumers Evaluate Website Personalization:Identification and Measurement of Specific Benefits

Author

Listed:
  • Pauline de Pechpeyrou

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, PhD Program - ESSEC Business School)

Abstract

Web personalization has been extensively studied in the IS literature; yet marketing research on consumer's reactions to web personalization is scarce. This research identifies and empirically validates specific benefits that consumers associate to web personalization. Five different benefits are evidenced by literature review and a qualitative research: interesting offers, reduced perceived risk, search time reduction, memorization and enlarged consideration set. Interestingly, only search time reduction and memorization (the two facets of the "cognitive" benefit) significantly relate to attitude towards personalization and intention to return to the website. Managerial implications and future research directions are then discussed.

Suggested Citation

  • Pauline de Pechpeyrou, 2007. "How Consumers Evaluate Website Personalization:Identification and Measurement of Specific Benefits," Post-Print halshs-00175994, HAL.
  • Handle: RePEc:hal:journl:halshs-00175994
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00175994. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.