Impact of Personalization Mining on Customer Commitment to Business Web Sites

The purpose of using personalized web sites for a customer is to accurately and quickly find useful information and perform online activities quickly and conveniently. This paper proposes an integrated framework that depicts the impact of personalization on customer commitment to a web site. A survey was conducted to validate the research model. The results indicate that the following constructs: relative advantage, compatibility, complexity, trialability, result demonstrability, and trust are the determinants of both customer attitude and customer commitment to a web site. This study would help those organizations who are considering personalization initiatives to apply web mining technology to increase customer commitment to their web sites