Advancing e-commerce personalization: Process framework and case study
Kaptein,Maurits Parvinen,Petri
Kaptein,Maurits
Parvinen,Petri
Abstract
Personalization is widely used in e-commerce, and as computational power increases, personalization is now within reach for many online vendors. We describe a process framework to structure our knowledge of online personalization —both from academia and from applied attempts. This framework is expected to aid researchers and practitioners in understanding existing e-commerce personalization efforts and in developing novel personalization approaches. We argue that, from a psychological perspective, the content that is used in the personalization of e-commerce should have a heterogeneous effect that is consistent with customers’ needs. From a technological perspective, the ability to measure the outcomes of personalization attempts, and the speed and scalability of the personalization technology are essential. We detail the framework and present a case study to highlight how new methods of e-commerce personalization can be developed. We also use the framework to suggest a number of novel avenues for e-commerce personalization. KEY WORDS AND PHRASES: E-commerce, e-tail, personalization, e-selling, online marketing, digital service innovation
Description
Date
2015
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Volume Title
Publisher
Research Projects
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Keywords
E-commerce, e-tail, personalization, e-selling, online marketing, digital service innovation
Citation
Kaptein, M & Parvinen, P 2015, 'Advancing e-commerce personalization : Process framework and case study', International Journal of Electronic Commerce, vol. 19, no. 3, pp. 7-33. https://doi.org/10.1080/10864415.2015.1000216