Advancing E-Commerce Personalization: Process Framework and Case Study

作者：Kaptein Maurits^*; Parvinen Petri

来源：International Journal of Electronic Commerce, 2015, 19(3): 7-33.

DOI：10.1080/10864415.2015.1000216

• E-commerce
• e-tail
• personalization
• e-selling
• online marketing
• digital service innovation

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.

• 出版日期2015