Personalization features on business-to-consumer e-commerce: Review and future directions
| Autor: | Iis Solichah, Betty Purwandari, Pudy Prima, Iik Wilarso, Muhammad Fadhil Dzulfikar, Dana Indra Sensuse, Jonathan Sofian Lusa |
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| Rok vydání: | 2018 |
| Předmět: |
business.industry
Computer science User modeling 05 social sciences Big data 02 engineering and technology E-commerce Data science Personalization 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Social media Consumer-to-business Dimension (data warehouse) business Construct (philosophy) |
| Zdroj: | 2018 4th International Conference on Information Management (ICIM). |
| DOI: | 10.1109/infoman.2018.8392839 |
| Popis: | Personalization in e-commerce has potentials to increase sales, customers' purchase intention and acquisition, as well as improvement of customer interaction. It is understood that personalization is a controllable variable for successful e-commerce. However, previous research on personalization proposed diverse concepts from numerous fields. As a result, it leads to bias construct of e-commerce personalization development and evaluation by academia and industry. To address this gap, a study was conducted to unravel personalization features from various perspectives. A Kitchenham's systematic literature review was used to discover personalization research from Q1/Q2 journals and top conference papers between 2012-2017. A theory-driven approach was administered to extract 21 selected papers. This process classifies personalization features into four dimensions based on three characters i.e objective, method, and user model. They include architectural, relational, instrumental and commercial dimensions. The results show that instrumental and commercial personalizations have been proved as the most popular dimension in the academic literature. However, relational personalization has been consistently rising as a new interesting topic to study since the massive growth of social media data. |
| Databáze: | OpenAIRE |
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