An Empirical Study of Website Personalization Effect on Users Intention to Revisit E-commerce Website Through Cognitive and Hedonic Experience

Desai, Darshana

doi:10.1007/978-981-13-1274-8_1

Cited by 22 publications

(12 citation statements)

References 21 publications

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“…Additionally, an unexpected result of this study is the insignificance of perceived personalization on perceived usefulness. This is inconsistent with the findings from previous literature (e.g., (Desai, 2018)). In the context of AI TV content service, a plausible explanation is that, personalization is the service provider's decision of what is suitable for the individual consumer, based on an intelligent recommendation system and user data analysis.…”

Section: Discussioncontrasting

confidence: 99%

Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors

Gao

Huang

2019

Heliyon

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Smart media combines media and artificial intelligence (AI) and can also be a user-centered content service market. However, existing research lacks an understanding of user's perceptions concerning smart services generated by different user experience types across different payment groups. Taking AI-powered Smart TV (AI TV) as a typical research object, this study (1) develops a theoretical model by integrating the technology acceptance model with users' smart service belief factors and (2) employs the user experience type as an original moderator. Using data from 585 AI TV users, the structural equation modeling analysis suggests that perceived two-way communication, perceived personalization, and perceived co-creation as three belief factors, are important antecedent constructs in the extended technology acceptance model. The analysis also suggests that the user experience type exerts positive moderating effects on two-way communication and personalization to attitude toward behavior and purchase intention. This study thus contributes to the literature on smart service by identifying and studying smart service belief factors. The addition of smart service belief factors as antecedents, as well as user experience type as a moderator, are crucial to expand the generalizability of TAM to the smart media service context. From a customer experience management perspective, this study shows how to convert ad-supported users into new paid subscribers, while keeping existing subscribers by fulfilling their smart service requirements.

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Section: Discussioncontrasting

confidence: 99%

Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors

Gao

Huang

2019

Heliyon

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“…KMO measures sampling adequacy and estimates an index (between 0 and 1) of the ratio of the variance between the indicators that could be common variance. A high KMO (usually more than 0.6) expresses suitability and the existence of a statistically acceptable indicator resolution showing relevance among them (Desai, 2019). Bartlett's test appraises the assumption that the correlation matrix is the identity matrix, where the determining factor equals one (Gârdan and Gârdan, 2015).…”

Section: Exploratory Factor Analysismentioning

confidence: 99%

Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces

Ehsani

Hosseini

2021

EMJB

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PurposeTaking the perfect perspective of customers' satisfaction, this paper aims to investigate the elements affecting customer satisfaction in business-to-consumer (B2C) online retailing stores, which are divided into five non-monetary dimensions: trust, order fulfillment, website construction, excitement and interaction.Design/methodology/approachDue to distinguishing the suitability of the data, the authors used exploratory factor analysis (EFA). Next, the authors utilized confirmatory factor analysis (CFA) to check their validity. Then, the authors applied Cronbach's alpha to check the reliability of the elements. After that, the authors combined these five elements with structural equation modeling (SEM) to make a model. The authors also performed Friedman tests to prioritize the elements.FindingsThe results indicate that each element is undeniably significant and has an extraordinary impact on customers' satisfaction evaluation. Therefore, system providers and electronic retailers need to consider them on their websites to achieve marketing goals in the competitive online environments.Originality/valueElectronic commerce has resulted in an essential change in B2C marketing, especially in the electronic retailing industry. Online suppliers need to satisfy their customers to receive competitive advantages and increase their income. The purpose of this study is to research the elements affecting customers' satisfaction in B2C online retailing stores.

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“…Weng et al (2018) show that both With a relatively high path coefficient equal to 25%, personalization affects perceived usefulness. It is matched by Desai (2018), who shows that a high level of perceived personalization in a website enhances the perceived usefulness and perceived ease of use of the website, as well as Serrano-Malebrán and Arenas-Gaitán (2021), who show that personalization of advertising influences usefulness perceived by users. The results show that personalization has the maximum effect on perceived usefulness; thus, this fact should be considered during the design of software applications.…”

Section: Discussionmentioning

confidence: 90%

Impact of Social Media Application Qualities on Using Them for Daily News

Farhadi¹,

Maroosi²

2022

AIP

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A model is introduced to investigate the effect of social media application qualities on the using of these applications for daily news. A standard questionnaire was designed and distributed among randomly selected social media users in the city of Neyshabur in Iran. The content of the questionnaire was validated by experts and its reliability verified using Cronbach's alpha. Random sampling was used identify participants. The SmartPLS software was used to investigate the research findings. Structural equation modelling is used for data analysis. The results show that the factors of system quality, information quality, service quality and personalization of applications affect their perceived usefulness. System quality and service quality affect the perceived ease of use of applications. However, information quality does not affect perceived ease of use. Also, the results show that perceived usefulness has a greater effect (with a path coefficient of 45%) on the attitude in respect of perceived ease of use (path coefficient of 26%). Personalization has the most positive impact on perceived usefulness and service quality has a great impact on perceived ease of use. Facilitating conditions have a positive impact on the use of social media and their use for news. Furthermore, the results show that the factors that affect the use of applications in Telegram are better than those in Viber. These findings justify why Iranian people migrate from Viber to Telegram as their social media application.

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An Empirical Study of Website Personalization Effect on Users Intention to Revisit E-commerce Website Through Cognitive and Hedonic Experience

Cited by 22 publications

References 21 publications

Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors

Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors

Investigation to determine elements influencing customer's satisfaction in the B2C electronic retailing marketplaces

Impact of Social Media Application Qualities on Using Them for Daily News

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