the impact of web personalization

JOURNAL ARTICLE PRESENTATION :

Decision Support System

Prepared by:

Alireza Khosroyar

UNDERSTANDING THE IMPACT OF WEB PERSONALIZATION

ON USER INFORMATION PROCESSING AND DECISION OUTCOMES

Kar Yan Tam , Shuk Ying Ho

IMPACT OF WEB PERSONALIZATION

PRESENTATION OUTLINE• Introduction

• web personalization

• Framework

• Methodology

• Finding

• Managerial Implications

• limitation


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.


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


The goals of this research

• to understand the effectiveness of personalization on the information processes and decision outcomes of users.


Human Information processing model

Self schema contains: perceptions,attributes, and experiences related to the self.

Since the self is involved in cognitive processing ,concepts related to the self are likely to influence memory recall,

online merchants can influence their users’ spontaneous preferences.


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.


Theoretical Framework


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.


Results :


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 withFor 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.


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.