5b.Understanding the impact of web personalisation-Tam and Ho

5b.Understanding the impact of web personalisation-Tam and Ho

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Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes- MISQ Authors: Kar Yan Tam & Shuk Ying Ho Group Members : Swaminathan, Swarnalakshmi, Suryanarayanan and Hari Krishnan Course : Research Methodology Course Instructor : Prof. Saji Mathew
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Agenda Executive briefing Authors’ profile overview Brief Introduction Web Personalization process Insights from other articles (Lee, Kwan and Amiri) Summary and discussions Q&A 2
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Executive Briefing Customer acquisition, customer engagement and retention are three key pillars of any business. Focusing on the mass has witnessed a complete paradigm shift to customization and more precisely personalization (at individual level) Though many articles talk of this, less is know on the impact of such personalization created out of the personalization agents (IT tools) This article tries to address this gap using social cognition and consumer research theories and empirically tests the model for web personalization and its impact. 3
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About Authors Kar yan tam Chair Professor of IS and AVP of Academic Affairs at the HK university of Science and Technology Research interests are technology innovation, HCI and E-Commerce Has wide consulting experience Shuk ying ho Senior Lecturer in the department of accounting and business IS at the university of Melbourne PhD from the Dept of IS at the HKUST Research interests e-commerce, online consumer behaviour and personalisation technology Have published papers and articles in leading journals. 4
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Introduction Companies use web for product marketing, order fulfilment and after sales support A common differentiation strategy is personalised web content Article is a conceptualisation of web personalisation that highlights factors underlying personalisation strategies and theorise their impact on the different stages of information processing of a user.
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