A strategic analysis of electronic marketplaces
MIS Quarterly - Special issue on the strategic use of information systems
Anonymous Web transactions with Crowds
Communications of the ACM
Empirical research in information systems: the practice of relevance
MIS Quarterly - Special issue on intensive research in information systems
Experience with personalization of Yahoo!
Communications of the ACM
A personalized television listings service
Communications of the ACM
Personalization on the Net using Web mining: introduction
Communications of the ACM
Automatic personalization based on Web usage mining
Communications of the ACM
Personalization of search engine services for effective retrieval and knowledge management
ICIS '00 Proceedings of the twenty first international conference on Information systems
Adaptive interfaces for ubiquitous web access
Communications of the ACM - The Adaptive Web
From adaptive hypertext to personalized web companions
Communications of the ACM - The Adaptive Web
Personalization in business-to-customer interaction
Communications of the ACM - The Adaptive Web
Personalized multimedia information access
Communications of the ACM - The Adaptive Web
Dynamic personalization of web sites without user intervention
Communications of the ACM - Spam and the ongoing battle for the inbox
Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective
Information Systems Research
Customizing Promotions in Online Stores
Marketing Science
Journal of Management Information Systems
International Journal of Electronic Commerce
Privacy-enhanced personalization
Communications of the ACM
The Influence of Cognitive and Personality Characteristics on User Navigation: An Empirical Study
UAHCI '09 Proceedings of the 5th International Conference on Universal Access in Human-Computer Interaction. Part III: Applications and Services
Reciprocity in effort to personalize: examining perceived effort as a signal for quality
Proceedings of the 14th Annual International Conference on Electronic Commerce
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Online merchants use personalization technologies to gain knowledge of an individual customer and then generate preference-matched web content for the customer. Among the various types of personalization technologies, this research focuses on personalization engines that generate preference-matched content based on a customer's prior transactions. Extant research in this area has focused on how to maximize knowledge mined from transaction logs to generate content that is highly similar to the customer's past revealed preferences. However, it remains an empirical question as to whether the content closely matched with previous transactions is most likely to influence choice behavior. In this study, we postulate that the content closely matched with previous transactions may not be the most influential in biasing a customer. In the consideration and choice process, an individual's personality traits play a pivotal role in moderating the effect of personalized content. Drawing on research in marketing, we examine three key personality traits: need for cognition; variety seeking, and need for uniqueness; and explore their effects on choice behavior in the context of transaction-driven personalization. Research hypotheses are tested with over 2,000 pre-selected subjects in an online experiment based on a ringtone download website. We find that individual personality traits moderate content consideration and choice. Theoretical and practical implications of the findings are discussed.