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Online service personalization for apparel shopping

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  • Lee, Eun-Jung
  • Park, Jung Kun

Abstract

This study explores the dynamics of online service personalization in the online apparel retailing context, with regard to customers’ actual online shopping activities. From an empirical study of American Internet shoppers (n=204), three types of widely-used online service personalization, that is (i) offer, (ii) recognition, and (iii) personal advice, were identified. Moreover, grounded by the Theory of Reasoned Action [Fishbein, M., Ajzen, I., 1975. Belief, Attitudes, Intention, Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA], relationships between customers’ online service personalization attitudes and their online shopping activities—regarding apparel items—have been investigated. Findings of this study empirically present the dynamics of online service personalization in the context of online apparel retailing. Also, the results show that customer online shopping experiences may impact on their online service personalization attitudes. Theoretical and managerial implications are also discussed regarding online service management. Based on the results, Internet-based apparel retailers may benefit from developing various types of personalization services by enhancing shopping intentions of their customers, in particular, of those who are loyal to the retailers.

Suggested Citation

  • Lee, Eun-Jung & Park, Jung Kun, 2009. "Online service personalization for apparel shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 83-91.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:2:p:83-91
    DOI: 10.1016/j.jretconser.2008.10.003
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    References listed on IDEAS

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    1. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    2. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
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    Cited by:

    1. Schreiner, Timo & Rese, Alexandra & Baier, Daniel, 2019. "Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 87-99.
    2. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Szocs, Courtney & Kim, Yeseul & Lim, Mikyoung & Mera, Christian Arroyo & Biswas, Dipayan, 2023. "The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction," Journal of Retailing, Elsevier, vol. 99(4), pages 605-620.
    4. Nath, Prithwiraj & McKechnie, Sally, 2016. "Task facilitative tools, choice goals, and risk averseness: A process-view study of e-stores," Journal of Business Research, Elsevier, vol. 69(5), pages 1572-1576.
    5. Verhagen, T. & Nes, J.G. van & Feldberg, J.F.M. & Dolen, W.M. van, 2011. "Virtual customer service agents: Using social presence and personalization to shape online service encounters," Serie Research Memoranda 0010, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    6. Li, Chia-Ying & Fang, Yu-Hui & Chiang, Yu-Hung, 2023. "Can AI chatbots help retain customers? An integrative perspective using affordance theory and service-domain logic," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    7. Jinmin Kim & AhRam Cho & Jaeyoung Kim, 2022. "Effect of the Standardization of Service Platforms for High-Involvement PropTech Services," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    8. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    9. Jafari, Hamid & Nyberg, Anna & Osnes, Tone-Lise & Schmitz, Annika, 2015. "Customization in bicycle retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 77-90.
    10. Pallant, Jessica & Sands, Sean & Karpen, Ingo, 2020. "Product customization: A profile of consumer demand," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    11. Muhammad Azman Ibrahim & Rafiatul Adlin Mohd Ruslan & Mohamad Fariz Abdullah & Arman Hj Ahmad, 2023. "Navigating the Future: Exploring the Nexus between Robo-Advisor Service Quality and Customer Satisfaction," Information Management and Business Review, AMH International, vol. 15(3), pages 351-358.

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