One-to-one e-commerce: who's the one?

  • Authors:
  • Jan Blom;Andrew Monk

  • Affiliations:
  • University of York, York, UK;University of York, York, UK

  • Venue:
  • CHI '01 Extended Abstracts on Human Factors in Computing Systems
  • Year:
  • 2001

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Abstract

Personalization, the system knowing about you, can be distinguished from personification, the degree to which the system projects itself as being human. In this experiment personalization is crossed with personification to create four interfaces to a fictional e-commerce system. The effect of personalization on subjective ratings of workload and engagement depended on whether the system projected itself as human or machine.