UNDERSTANDING THE IMPACT OF WEB PERSONALIZATIONON USER INFORMATION PROCESSING AND DECISION OUTCOMES

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.

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PERSONALIZATION

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PERSONALIZATION
Results :

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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