IDEAS home Printed from https://ideas.repec.org/a/inm/orisre/v16y2005i3p271-291.html
   My bibliography  Save this article

Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective

Author

Listed:
  • Kar Yan Tam

    (Department of Information and Systems Management, School of Business and Management, Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong)

  • Shuk Ying Ho

    (Department of Accounting and Business Information Systems, Faculty of Economics and Commerce, University of Melbourne, Victoria 3010, Australia)

Abstract

With advances in tracking and database technologies, firms are increasingly able to understand their customers and translate this understanding into products and services that appeal to them. Technologies such as collaborative filtering, data mining, and click-stream analysis enable firms to customize their offerings at the individual level. While there has been a lot of hype about web personalization recently, our understanding of its effectiveness is far from conclusive. Drawing on the elaboration likelihood model (ELM) literature, this research takes the view that the interaction between a firm and its customers is one of communicating a persuasive message to the customers driven by business objectives. In particular, we examine three major elements of a web personalization strategy: level of preference matching, recommendation set size, and sorting cue. These elements can be manipulated by a firm in implementing its personalization strategy. This research also investigates a personal disposition, need for cognition, which plays a role in assessing the effectiveness of web personalization. Research hypotheses are tested using 1,000 subjects in three field experiments based on a ring-tone download website. Our findings indicate the saliency of these variables in different stages of the persuasion process. Theoretical and practical implications of the findings are discussed.

Suggested Citation

  • Kar Yan Tam & Shuk Ying Ho, 2005. "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective," Information Systems Research, INFORMS, vol. 16(3), pages 271-291, September.
  • Handle: RePEc:inm:orisre:v:16:y:2005:i:3:p:271-291
    DOI: 10.1287/isre.1050.0058
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/isre.1050.0058
    Download Restriction: no

    File URL: https://libkey.io/10.1287/isre.1050.0058?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mick, David Glen, 1992. "Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 411-424, March.
    2. Caroline M. Eastman, 2002. "30,000 hits may be better than 300: Precision anomalies in Internet searches," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 53(11), pages 879-882.
    3. B. P. S. Murthi & Sumit Sarkar, 2003. "The Role of the Management Sciences in Research on Personalization," Management Science, INFORMS, vol. 49(10), pages 1344-1362, October.
    4. McAlister, Leigh & Pessemier, Edgar, 1982. "Variety Seeking Behavior: An Interdisciplinary Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 311-322, December.
    5. Roehm, Michelle L & Sternthal, Brian, 2001. "The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 257-272, September.
    6. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    7. Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chebat, Jean-Charles & Chebat, Claire Gelinas & Vaillant, Dominique, 2001. "Environmental background music and in-store selling," Journal of Business Research, Elsevier, vol. 54(2), pages 115-123, November.
    2. Sulin Ba & Yuan Jin & Xinxin Li & Xianghua Lu, 2020. "One Size Fits All? The Differential Impact of Online Reviews and Coupons," Production and Operations Management, Production and Operations Management Society, vol. 29(10), pages 2403-2424, October.
    3. Rosbergen, Edward & Pieters, Rik & Wedel, Michel, 1995. "Undirected visual attention to advertising : a segment-level analysis," Research Report 95B28, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    4. Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    5. Param Vir Singh & Nachiketa Sahoo & Tridas Mukhopadhyay, 2014. "How to Attract and Retain Readers in Enterprise Blogging?," Information Systems Research, INFORMS, vol. 25(1), pages 35-52, March.
    6. Chebat, Jean-Charles & Charlebois, Mathieu & Gelinas-Chebat, Claire, 2001. "What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement," Journal of Business Research, Elsevier, vol. 53(2), pages 93-102, August.
    7. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    8. repec:dgr:rugsom:95b28 is not listed on IDEAS
    9. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    10. Chao-Ming Yang, 2020. "Influences of Product Involvement and Symbolic Consumption Cues in Advertisements on Consumer Attitudes," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-15, March.
    11. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    12. Xi Chen & Zachary Owen & Clark Pixton & David Simchi-Levi, 2022. "A Statistical Learning Approach to Personalization in Revenue Management," Management Science, INFORMS, vol. 68(3), pages 1923-1937, March.
    13. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    14. Rik Pieters & Michel Wedel, 2012. "Ad Gist: Ad Communication in a Single Eye Fixation," Marketing Science, INFORMS, vol. 31(1), pages 59-73, January.
    15. repec:dau:papers:123456789/1758 is not listed on IDEAS
    16. Thomas Ã…stebro & Kevyn Yong, 2016. "Invention Quality and Entrepreneurial Earnings: The Role of Prior Employment Variety," Entrepreneurship Theory and Practice, , vol. 40(2), pages 381-400, March.
    17. Halloran, Timothy J. & Lutz, Richard J., 2021. "Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 83-95.
    18. Fay, Scott & Mitra, Deb & Wang, Qiong, 2009. "Ask or infer? Strategic implications of alternative learning approaches in customization," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 136-152.
    19. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    20. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    21. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    22. Ericson, Torgeir & Kjønstad, Bjørn Gunaketu & Barstad, Anders, 2014. "Mindfulness and sustainability," Ecological Economics, Elsevier, vol. 104(C), pages 73-79.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:orisre:v:16:y:2005:i:3:p:271-291. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.