Sense and sensibility in personalized e‐commerce: How emotions rebalance the purchase intentions of persuaded customers

This research develops and tests a theoretical model of customer persuasion in personalized online shopping, building on information processing theory, and addressing cognitive and affective stages of the persuasion process. Data from 582 experienced online customers were used to validate the proposed model through structural equation modeling and multigroup analysis. Results show that quality of personalization, message quality, and benefits of the personalized recommendations are important in the persuasion process. Positive emotions increase the effect of persuasion on purchase intentions, contrary to negative emotions. The study extends online personalization theory, offers an in‐depth analysis of the persuasion process in online shopping, and provides valuable recommendations for personalized online marketing.     

基于顾客多样化需求的酒店个性服务探讨

社会的发展使得旅游者个体独立意识越来越强烈,旅游需求发生深层次变化,传统的、同质的标准化服务已不能满足和适应市场竞争的需要,在规范化服务基础上的个性化服务逐渐成为旅游酒店业发展的新趋势和新方式。     

Enhancing playful customer experience with personalization

Retailers develop personalized websites with the aim of improving customer experience. However, we still have limited knowledge about the effect of personalization on customer experience and the underlying processes. With a lab experiment, this research specifically examines the effect of actual personalization and perceived personalization on playful customer experience using both subjective and objective measures, with the support of eye-tracking techniques. We show that personalization, regardless of whether it is perceived or not, enhance the playful customer experience of a retailing website. In addition, we highlight the presence of two concomitant processes. Content needs to be perceived as personalized to influence the subjective playful customer experience, but actual personalization does influence objective playful customer experience. Although customers spend the same time on the website, they focus more of their attention on their favorite products when content is personalized. Such focused attention leads them to select their favorite products for purchase.     

A New Architecture for Personalization Engines: An Open Source Approach

There are many benefits in having personalized engines on a Web site. Several types of architecture have evolved to support this information system. Even though, a recent survey has shown that online shopping behavior is not altered by installing these systems on a Web site, enormous money is being spent on their use. These commercial personalization engines are very expensive to buy and are proprietary in nature. One alternative advocated in this article is to use a new architecture that follows an open source philosophy and uses a situation questions, problem questions, implication questions, need-payoff questions (SPIN) based question-answering strategy to interact with visitors. An implementation (called JESPER, a Jess-enabled personalization system) of such an architecture using JESS (Java-based expert system shell) is also presented. Our experience shows that personalization engines built this way for a Web site can be quite cheap and rigorous.     

How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows

This study examines the performance consequences of web personalization (WP), a type of personalization in which web content is personalized and recommendations are offered based on customer preferences. Despite the growing popularity of personalization, there is a dearth of research at the firm level on whether and how web personalization creates shareholder value. We develop and test a conceptual model that proposes that the impact of WP on shareholder value is mediated by (1) cash flow volatility and (2) premium price. The hypotheses are tested based on 603 firm-quarter observations spanning 80 firms over six years in the online financial services industry. The results suggest that while WP lowers the volatility of cash flows, it only enables firms to charge premium prices when online trust is high. Additional tests reveal that the reduction in cash flow volatility is because of lower churn as opposed to acquiring new customers or greater cross-buying. Finally, online trust positively moderates the relationships between WP and cash flow volatility and price premia. Practical implications of the findings are discussed.     

中小型物流企业客户服务营销个性化战略思考

物流企业客户服务营销个性化是物流企业根据自身需求与客户的特殊需求愿意并能够相应地调整自己的经营行为从而实现针对性服务的经营战略。对于一个服务型行业的物流企业来说,客户的满意度至关重要,迫切需要服务营销理念的创新。所以,必须制定个性化服务战略,扩大与实施客户服务营销的新优势。为此,要实施找准市场定位,开发个性服务领域;集中一点服务,逐步扩大专业优势;寻求客户满意,制定适宜服务标准;实施有效监督,提高客户服务质量;强化服务个性,满足客户做大市场等服务营销战略。     

论基于信息网络技术创新的个性化客户管理目标的实现

CEO们都将"个性化"视为从现在到2020年间最能吸引客户的主要业务。数据与应用的融合、IP通信与CRM软件的集成和具备主动学习能力的资料库分析技术成为实现个性化客户管理目标的新动力。     

基于SCP模型的自媒体人格化品牌分析及盈利模式探索

随着中国数字科技托管平台的开发,传统媒体在新媒体的强势浪潮中不断受到挤压甚至走向灭亡.自媒体正以它独有的特质努力改变信息传递碎片化的状况,在和传统媒体共享受众和市场,成为网络传播最活跃的主体和新兴舆论场.因此,对于经营传统广播、报刊、杂志、电视新闻媒体的企业,新媒体所带来的挑战和颠覆不容小觑.本文立足“流动空间”理论,基于SCP（structure-conduct-performance,结构-行为-绩效）模型,对自媒体品牌人格化“意见领袖”及自媒体传播模式、盈利模式进行了阐述,旨在探索自媒体更好的盈利模式及未来更广阔的发展前景.     

Collaborating online: the roles of interactivity and personalization

Collaborating with customers is considered a new source of competitive advantage so customer participation and involvement are emerging as key strategic factors. This research studies how interactivity and personalization influence both customers' participation during the online purchase of information services and their intentions to continue participating. It also analyzes whether personalization and interactivity improve customer involvement with the service purchased in online environments. Results verify the importance of interactivity and personalization to foster customer participation, involvement and intentions to continue participating. Moreover, it is found that interactivity moderates the effect of personalization, increasing its influence on service involvement and intentions to participate. This paper demonstrates the convenience of analyzing involvement and participation together in order to understand customer collaboration, as well as the importance of the purchase context from a participation and socialization perspective in the services arena.     

Determinants of an Organization’s Website Ease of Use: The Moderating Role of Product Tangibility

The ease of use of an organization’s website is central to determining users’ experiences and behavioral intentions. Understanding how the site-related factors contribute to shaping perceived ease of use is thus critical. Nonetheless, we contend that the relative importance of these factors in shaping ease of use may vary according to the product offered by the organization. This research hypothesizes that the information quality of a website and its interactivity and aesthetics are antecedents to perceived ease of use and that the relative tangibility of the offered products moderates these relationships. The hypotheses are examined by performing a large-scale study in which each participant performs a task on one of 59 organizational websites. The study’s hypotheses were supported, and the results were then replicated using a second study conducted on a French-speaking sample. Site information quality is the strongest predictor of perceived ease of use, followed by the site interactivity and aesthetics. The results, however, underscore the moderating role of product tangibility. While the effects of interactivity and aesthetics are greater for sites offering services (e.g., communication, travel, insurance, and financial services), the effect of information quality is stronger for sites offering tangible products (e.g., electronics, books, and home improvement goods). The findings suggest that organizations offering tangible products should focus on providing their sites’ visitors with quality information, whereas organizations offering services should primarily focus on their sites’ aesthetics, interactive, and personalization features.