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Abstract
E-commerce websites design and its usage has been proliferated over the last decade, and has become an integral part for doing business, in addition to being a convenient medium for users' shopping experience. With growth of information on e-commerce website, information overload leads cognitive limitation of users in information processing and decision making. Personalization has emerged as a strategy to attract users and manage relationship with customers when competition is keen in the market. Different personalization strategies have been developed and adopted with the intention of high return but little is known about the effect of different personalization dimensions and strategies on users' decision making. However, this has resulted in a gap in research about how best to design the e-commerce web portal with personalization strategies and recognize its effect on user. To address these issues, this study identifies different personalization aspects in e-commerce websites and investigates its effect on its user satisfaction and decision making. We proposed conceptual framework for personalization based on the Stimulus-Organism-Response (S-0-R) model and empirically test the impact of different personalization dimension on users' decision to revisit the e-commerce website. In the present study responses have been gathered from 482 participants who are using and purchasing from e-commerce websites. Exploratory Factor Analysis of the responses explores six factors information, navigation and presentation personalization as stimulus, and utilitarian, hedonic experience as organism and satisfaction as response. CFA confirms the proposed structure with S-O-R with all factors. Structural Equation Modelling (SEM) is used to validate the proposed research model. The study shows Information and Navigation personalization produces positive cognitive (utilitarian) experience, also presentation and navigation personalization creates positive hedonic experience which leads to higher user satisfaction determining users intention to revisit the e-commerce website.
Keywords: Personalization, Information Personalization, Presentation Personalization, Navigation Personalization
Introduction
With the proliferation of internet usage website has become an integral part of business process. The term information overload is almost synonymous with the e-commerce websites, referring to the sheer volume of information that exists in e-commerce websites and the inability of humans to consume it which leads to frustration if relevant need of the user is not satisfied. E-commerce websites has been proliferated in last one decade and expected to grow 58% by 2018. The growth...