The Role of the Mangement Sciences in Research on Personalization

We present a review of research studies that deal with personalization. We synthesize current knowledge about these areas, and identify issues that we envision will be of interest to researchers working in the management sciences. We take an interdisciplinary approach that spans the areas of economics, marketing, information technology, and operations. We present an overarching framework for personalization that allows us to identify key players in the personalization process, as well as, the key stages of personalization. The framework enables us to examine the strategic role of personalization in the interactions between a firm and other key players in the firm's value system. We review extant literature in the strategic behavior of firms, and discuss opportunities for analytical and empirical research in this regard. Next, we examine how a firm can learn a customer's preferences, which is one of the key components of the personalization process. We use a utility-based approach to formalize such preference functions, and to understand how these preference functions could be learnt based on a customer's interactions with a firm. We identify well-established techniques in management sciences that can be gainfully employed in future research on personalization.CRM, Persoanlization, Marketing, e-commerce,

Influence of Taiwanese Consumer Beliefs in Web Site Attributes and E-Shopping Attitudes on E-Shopping Intentions

This study aimed at investigating Taiwanese consumers\u27 beliefs in Web site attributes and their e-shopping attitudes that influence their intentions to shop for books in e-bookstores. This study utilized the Theory of Reasoned Action (TRA) as the framework to explain the interrelationships among belief in Web site attributes, e-shopping attitude, and e-shopping intention. This study, using the method of two-stage quota sampling, used a sample of male and female students at different levels of several departments of Far East College. The survey questionnaires were non-randomly distributed to the voluntary participants. The survey was administered to a sample of undergraduate and graduate students who were students at Far East College of Taiwan and had purchased books in e-bookstores. The procedure of this non-experimental study guaranteed participants\u27 anonymity. Three hundred and fifty-one questionnaires were usable for data analysis. The three most important variables in this study were belief in Web site attributes, e-shopping attitude, and e-shopping intention. Independent variables were belief in Web site attributes and e-shopping attitude, and the dependent variable was shopping intention. Web site attributes consisted of four dimensions: Web site content, trustworthiness, interactivity, and marketing mix. In the questionnaire, six important constructs (belief in Web site content, belief in trustworthiness, belief in interactivity, belief in marketing mix, e-shopping attitude, e-shopping intention) were measured on a five-point semantic differential scale. The scale items for these six constructs were developed by modifying instruments in prior studies that had been conducted by different scale developers. The content of the questionnaire was composed of two parts: the first part contained three items inquiring about participants\u27 gender, age, and length of e-shopping experience; the second part contained 26 items to inquire about participants\u27 beliefs in Web site attributes, e-shopping attitudes, and e-shopping intentions. The collected data were processed on SPSS to conduct reliability analysis, factor analysis, descriptive analysis, simple regression, t-test analysis, analysis of variance, and multiple-regression. Findings indicated that e-shopping attitude was a predictor of e-shopping intention and had a positive and significant effect on e-shopping intention. Also, belief in Web site content, belief in trustworthiness, and belief in interactivity were antecedents of e-shopping attitude, but belief in marketing mix did not have an influential effect on e-shopping attitude. Furthermore, belief in marketing mix played an important role in affecting e-shopping intention. Practical implications, limitations, and recommendations for future research are further discussed

Culture and e-commerce: An exploration of the perceptions and attitudes of Egyptian internet users

This paper examines the perceptions and attitudes that Egyptian users hold towards electronic shopping sites. Internet sites are globally available, opening up huge potential markets for online retailers. However, it remains unclear whether sites designed for the US or European markets will be acceptable in other cultures. This paper describes an exploratory card sorting study conducted with Egyptian consumers. The study was designed to examine the e-commerce interface features that are most salient to this user group and to explore how these relate to user intentions to engage in internet shopping. The results support the role of site familiarity in predicting purchase intentions within this cultural setting

A Utility-Theoretic Approach to Privacy in Online Services

Online offerings such as web search, news portals, and e-commerce applications face the challenge of providing high-quality service to a large, heterogeneous user base. Recent efforts have highlighted the potential to improve performance by introducing methods to personalize services based on special knowledge about users and their context. For example, a user's demographics, location, and past search and browsing may be useful in enhancing the results offered in response to web search queries. However, reasonable concerns about privacy by both users, providers, and government agencies acting on behalf of citizens, may limit access by services to such information. We introduce and explore an economics of privacy in personalization, where people can opt to share personal information, in a standing or on-demand manner, in return for expected enhancements in the quality of an online service. We focus on the example of web search and formulate realistic objective functions for search efficacy and privacy. We demonstrate how we can find a provably near-optimal optimization of the utility-privacy tradeoff in an efficient manner. We evaluate our methodology on data drawn from a log of the search activity of volunteer participants. We separately assess users’ preferences about privacy and utility via a large-scale survey, aimed at eliciting preferences about peoples’ willingness to trade the sharing of personal data in returns for gains in search efficiency. We show that a significant level of personalization can be achieved using a relatively small amount of information about users

Smart, Responsible, and Upper Caste Only: Measuring Caste Attitudes through Large-Scale Analysis of Matrimonial Profiles

Discriminatory caste attitudes currently stigmatize millions of Indians, subjecting individuals to prejudice in all aspects of life. Governmental incentives and societal movements have attempted to counter these attitudes, yet accurate measurements of public opinions on caste are not yet available for understanding whether progress is being made. Here, we introduce a novel approach to measure public attitudes of caste through an indicator variable: openness to intercaste marriage. Using a massive dataset of over 313K profiles from a major Indian matrimonial site, we precisely quantify public attitudes, along with differences between generations and between Indian residents and diaspora. We show that younger generations are more open to intercaste marriage, yet attitudes are based on a complex function of social status beyond their own caste. In examining the desired qualities in a spouse, we find that individuals open to intercaste marriage are more individualistic in the qualities they desire, rather than favoring family-related qualities, which mirrors larger societal trends away from collectivism. Finally, we show that attitudes in diaspora are significantly less open, suggesting a bi-cultural model of integration. Our research provides the first empirical evidence identifying how various intersections of identity shape attitudes toward intercaste marriage in India and among the Indian diaspora in the US.Comment: 12 pages; Accepted to be published at ICWSM'1

"A Two-Stage Prediction Model for Web Page Transition"

Utilizing data from a log file, a two-stage model for step-ahead web page prediction that permits adaptive page customization in real-time is proposed. The first stage predicts the next page of a viewer based on a variant of a Markov transition matrix computed from page sequences of other visitors who read the same pages as that viewer did thus far. The second stage re-analyzes the incorrect exit/continuation predictions of the first stage through data mining, incorporating the visitor's viewing behavior observed from the log file. The two-stage process takes advantage of a robust, theory-driven nature of statistical modeling for extracting the overall feature of the data, and a flexible, data-driven nature of data mining to capture any idiosyncrasies and complications unresolved in the first stage. The empirical result with a test site implies that the first stage alone is sufficiently accurate (50.3%) in predicting page transitions. Prediction of site exit was even better with 100% of the exit and 90.8% of the continuation predictions being correct. The result was compared against other models for predictive accuracy.