ENHANCING ONLINE PERFORMANCE THROUGH WEBSITE CONTENT AND PERSONALIzATION
نویسندگان
چکیده
A number of frameworks have been prescribed for online retailers, but still there exists little consensus regarding the amount of information and the level of customization needed to optimize customers’ satisfaction and their purchase intention, and thereby increase sales performance. Against this backdrop, this study aims to contribute to the current practical and theoretical discussions regarding the most effective ways to design and implement online retailers’ website features by empirically examining the interplay between information content and website personalization, and their individual and interactive impact on performance. By applying Structural Equation Modeling analysis to a sample of the top US retailers’ websites, we find that simply providing a large number of information content features to online customers is not enough for companies looking to motivate customers to purchase. However, information that is targeted to an individual customer influences customer satisfaction and purchase intention; customer satisfaction, in turn, serves as a driver to the retailer’s online sales performance.
منابع مشابه
Personality and Website Choice
We find that preference for websites, like preference for objects in the offline world, is influenced by personality. We combine personality profiles and website choices of more than 160.000 users and investigate whether different websites attract audience of different personality. Using two independent sources of website choices, we show that website audiences often have distinct personality p...
متن کاملIT-Mediated Customer Service Content and Delivery in Electronic Governments: An Empirical Investigation of the Antecedents of Service Quality
Agarwal and Venkatesh (2002) Website Quality • Content [Relevance, Media Use, Depth/Breath and Current Information] • Ease of Use [Goals, Structure and Feedback] • Promotion • Made-for-the-Medium [Community, Personalization and Refinement] • Emotion [Challenge, Plot, Character Strength and Pace] Online Shopping and Content based Website Microsoft Usability Guidelines [MUG] (Keeker 1997) Empirical
متن کاملThe Impact of Hotel Website Quality on Customer Reservation
This study focuses on the discussion of the relationship between the website design and customer reservations in Las Vegas, specifically, how important the website quality is to hotels and how the features affect the Internet bookings. Since the online market is growing and becoming more and more competitive, hotels are investigating an effective way to keep customers making reservation directl...
متن کاملDeciphering Individuals’ Preference for User Generated Content: An Empirical Test of the Impact of Personality on Users’ Processing of Online Review Information
The explosive growth of user generated content presents a window of opportunity for online service providers (i.e., online review website) to utilize both forms of review information, namely numerical rating and opinionated review to facilitate trust building with users. Nevertheless, users’ trust in a website can be undermined by the irreconcilable dissonance between both forms of review infor...
متن کاملContext-Aware Website Personalization
Today there is a need in online shops to support the visitors of a web page appropriately by analyzing their current situation. In this paper we introduce a model which supports the identification of the content the user is interested in and the shopping strategy of the current session. We use context information extracted from enterprise data, content data, the current and the historical behav...
متن کامل