THE IMPACT OF WEB PERSONALIZATION
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

THE IMPACT OF WEB PERSONALIZATION

  • 462 views
Uploaded on

UNDERSTANDING THE IMPACT OF WEB PERSONALIZATION ON USER INFORMATION PROCESSING AND DECISION OUTCOMES

UNDERSTANDING THE IMPACT OF WEB PERSONALIZATION ON USER INFORMATION PROCESSING AND DECISION OUTCOMES

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
462
On Slideshare
462
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
4
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Decision Support System JOURNAL ARTICLE PRESENTATION : UNDERSTANDING THE IMPACT OF WEB PERSONALIZATION ON USER INFORMATION PROCESSING AND DECISION OUTCOMES Kar Yan Tam , Shuk Ying Ho Prepared by: Alireza Khosroyar
  • 2. IMPACT OF WEB PERSONALIZATION PRESENTATION OUTLINE • Introduction • web personalization • Framework • Methodology • Finding • Managerial Implications • limitation
  • 3. IMPACT OF WEB PERSONALIZATION Introduction • Web usage : brand promotion, product marketing, • order fulfillment and after-sales support • adopting differentiation strategies to attract and retain customers. • Web personalization is a common differentiation strategy to increase user satisfaction.
  • 4. IMPACT OF WEB PERSONALIZATION Web personalization: • Web personalization is the process of adapting web content to meet the specific needs of users to maximize business opportunities. • Personalization Aim: to deliver the right content to the right person at the right time • A personalization agent is a collection of software modules used to generate unique content to individual users. • Example : displaying banners of complementary items by inspecting the shopping cart of a user, Amazon.com, google.com
  • 5. IMPACT OF WEB PERSONALIZATION
  • 6. IMPACT OF WEB PERSONALIZATION The goals of this research • to understand the effectiveness of personalization on the information processes and decision outcomes of users.
  • 7. IMPACT OF WEB PERSONALIZATION Human Information processing model online merchants can influence their users’ spontaneous preferences. Since the self is involved in cognitive processing ,concepts related to the self are likely to influence memory recall, Self schema contains: perceptions, attributes, and experiences related to the self.
  • 8. IMPACT OF WEB PERSONALIZATION Theoretical Framework • Self reference : refers to personalized web content associated • with the self or past episodic experience of the user. Example: – A greeting message such as “Dear John, welcome back to giftshop.com. I hope you enjoyed the latest release of Harry Potter in your last purchase” • Content Relevance: refers to the relevance of web content to the user’s processing goal. • Goal specificity :The higher the specificity of a goal, the more easily the web stimulus can be classified as relevant (or irrelevant) to a goal.
  • 9. IMPACT OF WEB PERSONALIZATION Theoretical Framework
  • 10. IMPACT OF WEB PERSONALIZATION Research Methodology First, they conducted a control lab experiment that focused on : users’ attention, affect their level of cognitive processing, and bias their decisions. Second, to supplement the lab results, a field study based on a music download site and lasting for 6 weeks was conducted.
  • 11. IMPACT OF WEB PERSONALIZATION
  • 12. IMPACT OF WEB PERSONALIZATION Results :
  • 13. IMPACT OF WEB PERSONALIZATION Managerial Implications  Example of former rule to generate content : “If the customer buys a six pack of coke, show him a pack of potato chips (banner ad) for sale.” new rule based on : - Level of goal specificity  to understand the context and the user’s goal, it becomes important to integrate server-side logged data with For example, Personalization strategies for fixed-line services could be very different from those for mobile access for bank account information. Data privacy in user side is important.
  • 14. IMPACT OF WEB PERSONALIZATION Research limitation • First, the number of recall tests is high. So it can reduce recall performance. • Second: while the two studies were intended to test the proposed model, they were not replicates of each other • Third : Also, the product used in Study 1 was a PDA, a personal productivity tool, while a hedonic product (MP3 songs) was used in Study 2.
  • 15. IMPACT OF WEB PERSONALIZATION