Abstract
KEY WORDS AND PHRASES: E-commerce, e-tail, personalization, e-selling, online marketing, digital service innovation
| Original language | English |
|---|---|
| Pages (from-to) | 7-33 |
| Journal | International Journal of Electronic Commerce |
| Volume | 19 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2015 |
Keywords
- E-commerce
- e-tail
- personalization
- e-selling
- online marketing
- digital service innovation
Cite this
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Advancing e-commerce personalization : Process framework and case study. / Kaptein, Maurits; Parvinen, Petri.
In: International Journal of Electronic Commerce, Vol. 19, No. 3, 2015, p. 7-33.Research output: Contribution to journal › Article › Scientific › peer-review
TY - JOUR
T1 - Advancing e-commerce personalization
T2 - Process framework and case study
AU - Kaptein, Maurits
AU - Parvinen, Petri
PY - 2015
Y1 - 2015
N2 - 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.KEY WORDS AND PHRASES: E-commerce, e-tail, personalization, e-selling, online marketing, digital service innovation
AB - 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.KEY WORDS AND PHRASES: E-commerce, e-tail, personalization, e-selling, online marketing, digital service innovation
KW - E-commerce
KW - e-tail
KW - personalization
KW - e-selling
KW - online marketing
KW - digital service innovation
U2 - 10.1080/10864415.2015.1000216
DO - 10.1080/10864415.2015.1000216
M3 - Article
VL - 19
SP - 7
EP - 33
JO - International Journal of Electronic Commerce
JF - International Journal of Electronic Commerce
SN - 1086-4415
IS - 3
ER -