ABSTRACT

Adaptive personalization systems are becoming common in online retail. These systems use dynamically generated data and advanced data analytic techniques to infer customer preferences and recommend products or services best suited to a customer’s tastes. However, the adaptive personalization system’s ability to continue delivering valuable personalized content relies heavily on return customers’ willingness to continue sharing their identity information. By applying identity theory and the action-cognitive processing-decision model, cognitive and behavioral processes are theorized whereby customers who willingly share identity information favorably assess the value of product or service recommendations provided by adaptive personalization systems relative to their self-identity needs. The effects of willingness to share identity information and perceived personalization value on repurchase intention are examined. The results empirically demonstrate that a willingness to share identity information increases repurchase intention; further, this relationship is partially mediated by the perceived value of adaptive personalization.

摘要

自适应个性化系统在在线零售中变得越来越普遍。这些系统使用动态生成的数据和先进的数据分析技术来推断客户偏好并推荐最适合客户口味的产品或服务。然而，自适应个性化系统继续提供有价值的个性化内容的能力在很大程度上取决于回头客继续分享他们的身份信息的意愿。通过应用身份理论和行动-认知处理-决策模型，认知和行为过程被理论化，即愿意共享身份信息的客户有利地评估自适应个性化系统提供的产品或服务推荐相对于他们的自我身份需求的价值。研究了分享身份信息的意愿和感知的个性化价值对回购意愿的影响。结果实证表明，分享身份信息的意愿增加了回购意愿；此外，这种关系部分是由适应性个性化的感知价值所调节的。