• 제목/요약/키워드: personalization

검색결과 605건 처리시간 0.032초

자유 위협과 개인화에 대한 사용자의 지각이 상품 추천 서비스 수용에 미치는 영향 (Effects of the User's Perceived Threat to Freedom and Personalization on Intention to Use Recommendation Services)

  • 이규동;김종욱;이원준
    • Asia pacific journal of information systems
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    • 제17권1호
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    • pp.123-145
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    • 2007
  • There are flourishing studies in the acceptance or usage of information systems literature. Most of them have taken the pro - acceptance view. Undesirably, information technologies often provoke users' reactance or resistance. This paper explores one of the negative reactions -psychological reactance. The present paper studies the effects of the users' perception of threatened freedom and personalization degree on intention to use recommendation services. High personalization can be a major motivation for users to accept recommendation systems. However recommendation services are a two-edged sword, which not only provides users the efficiency of decision making but also poses threats to free choice. When people consider that their freedom is reduced or threatened by others, they experience the motivational state to restore the freedom. This motivational state must be considered in understanding usage of information systems, especially personalized services which are designed for persuasion or compliance. This paper empirically investigates the effect of personalization and the psychological reactance on the intention to use information systems in the personalized recommendation context. Users' perception of personalization increases the usefulness of recommendation service while their perception of threat to freedom reduces the intention to use personalized recommendation service. Findings and implications are discussed.

온라인 웹사이트 내에서의 럭셔리 브랜드의 상품 메시지 유형에 따른 구매 의도 연구 (Effects of Message Types on the Intention to Purchase Luxury Fashion Products Online)

  • 최다연;고은주
    • 한국의류산업학회지
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    • 제23권4호
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    • pp.448-457
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    • 2021
  • This study aimed to identify messages that induce positive product attitudes and purchase intentions among luxury consumers in online luxury sales. Message types elicited from luxury products were classified as quantity-limited, time-limited, sustainability, and personalization. A total of 150 participants were recruited through a Google survey, and all respondents were randomly assigned to respond to one of five stimuli (quantity-limited, time-limited, sustainability, personalization, and control). Participants were informed that they would be engaging in luxury online shopping and read a description about it. Results showed that message attitude, product attitude, and purchase intention were positively formed with the quantity-limited and personalization message types. Furthermore, we discovered the underlying mechanism for quantity-limited and personalization messages increasing favorable message attitudes and it affected the product attitude. Finally, it increased the purchase intention of the product. By confirming purchase intentions according to message types for luxury brands, we have expanded the scope of advertising research to include online luxury sales platforms. Since luxury online shopping is inevitable, this study suggests that the effective use of message types such as quantitylimited and personalization would improve online sales.

개별화를 기반으로 한 Merchant Server 구축에 관한 연구 (A Study on Merchant Server Construction based on the Personalization)

  • 황병연
    • 한국전자거래학회지
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    • 제3권2호
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    • pp.95-112
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    • 1998
  • With the advent and proliferation of the Internet, Electronic Commerce(EC) on the Internet has become one of the most rapidly growing area and has been the subject of much research lately. EC is commercial transactions using computers in virtual environment through computer networks. The computer system deals with various ranges of things such as products, services, and information on EC. In this paper we describe the construction methods of web site based on the personalization, Also, we present the personalization technology and architecture of the P-Commerce proposed in this paper. Finally, we describe the methods constructing EC site using P-Commerce solution.

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마이크로 블로그와 웹블로그 서비스의 재사용의도에 영향을 미치는 요인에 관한 연구 (A Study on the Affecting Factors for the Reuse Intention of the Micro-Blog and Web-Blog Service)

  • 김효정;유상진;최은빈
    • 한국정보시스템학회지:정보시스템연구
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    • 제20권4호
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    • pp.145-162
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    • 2011
  • Recently Micro-blog service is used quickly in our life with dissemination of Smart-phone. This study performed based on a view that there is a difference of user's intention to reuse Web-blogs & Micro-blogs. This study also based on the existing motive theory for using which considers five factors-information, entertainment, interaction, personalization, and convenience. The AMOS structure equation used for the analysis of users' revisit intention. The results of the study shows that Micro-blogs are influenced by entertainment, personalization, and convenience. On the other hand, Web-blogs are influenced by entertainment, and personalization.

Co-creation and Personalization as Incentive Mechanisms of Utilizing External Innovation Sources: Which Performs Better?

  • Lee, Sangjic;Nishiyama, Kohei;Kimita, Koji;Nishino, Nariaki
    • Asian Journal of Innovation and Policy
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    • 제10권3호
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    • pp.274-293
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    • 2021
  • Utilizing outside knowledge for innovation is an important task for companies in the competitive economy. Due to the rapid advance in the internet communication technology, the number and quality of innovation sourcing methods are increasing. We select co-creation, personalization and in-house R&D as the representative forms of innovation sourcing and suggest a game theory model that enables the comparative analysis between them. The decision and surplus outcome of the innovation mechanisms are compared under various settings of the input parameters of the model. The stakeholders voluntarily participate into all mechanisms when the product price is moderately high and the participation cost is low, while co-creation is the only feasible one when the product quality is niche. When the participation cost is relatively high, personalization outperforms co-creation.

Contents Personalization

  • 김광용
    • 한국데이타베이스학회:학술대회논문집
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    • 한국데이타베이스학회 2001년도 추계 컨퍼런스: 인터넷 비즈니스 환경에서의 디지털 컨텐츠 기술 발전 및 활용을 위한 컨퍼런스
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    • pp.76-112
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    • 2001
  • Web personalization entails the creation and dissemination of person- or group-specific content -- including, but not limited to, advertising, marketing campaigns, cross- and up-sell recommendations, or service and support information. (omitted)

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패션쇼핑 챗봇 특성이 서비스 수용의도에 미치는 영향 -의인화와 개인화를 중심으로- (The Effect of Fashion Shopping Chatbot Characteristics on Service Acceptance Intention -Focusing on Anthropomorphism and Personalization-)

  • 정슬기;허희진;추호정
    • 한국의류학회지
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    • 제44권4호
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    • pp.573-593
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    • 2020
  • This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.

온라인 장바구니의 개인화와 접근성이 패션제품 구매의도에 미치는 영향 -심리적 소유감의 매개효과를 중심으로- (The Effect of Personalization and Accessibility of Online Shopping Cart on Fashion Product Purchase Intention -Focusing on the Mediation Roles of Psychological Ownership-)

  • 동지윤;허희진;추호정
    • 한국의류학회지
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    • 제43권6호
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    • pp.910-929
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    • 2019
  • This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.