Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes1
基于社会认知和消费者研究理论，通过实验室实验和实地研究，发现内容相关性、自我参照和目标特异性会影响用户的注意力、认知过程和决策，且用户认为个性化内容有用。
Personalized information technology services have become a ubiquitous phenomenon. Companies worldwide are using the web to provide personalized offerings and unique experiences to their customers. While there is a lot of hype about delivering personalized services over the web, little is known about the effectiveness of web personalization and the link between the IT artifact (the personalization agent) and the effects it exerts on a user’s information processing and decision making. To address the impact of personalized content, this article theoretically develops and empirically tests a model of web personalization. The model is grounded on social cognition and consumer research theories adapted to the peculiar features of web personalization. The influence of a personalization agent is mediated by two variables: content relevance and self reference. Hypotheses generated from the model are empirically tested in a laboratory experiment and a field study. The findings indicate that content relevance, self reference, and goal specificity affect the attention, cognitive processes, and decisions of web users in various ways. Also, users are found to be receptive to personalized content and find it useful as a decision aid. Theoretical and practical implications of the findings are discussed.