The Attraction of Internet Personalization to Web Users

Abstract

Numerous companies are taking advantage of interactive technology to personalize their interactions with users. However, in contrast to the proliferation of personalized web services worldwide, Information Systems (IS) research on users' attitudes towards personalized service is minimal. It remains an empirical question as to whether online firms can use personalization as a marketing strategy to attract new users. Our research examines how users' web experience and their perceptions towards personalization influence their attitudes towards switching to a personalized website. A survey study with 238 subjects was conducted. The findings provide empirical evidence showing that if users have involved interactions with their current site, then personalized services are not attractive enough to motivate them to migrate from one site to another. Users want useful personalized services, but at the same time, they are concerned with the manner in which firms use their data for personalization. Practical implications of the findings are discussed.

Keywords:

• personalization
• involvement
• information accessibility
• perceived usefulness
• perceived ease of use
• privacy