Web Personalization: The Impact of Perceived Innovation Characteristics on the Intention to Use Personalization

Many firms today are searching for ways to utilize their web initiatives to increase and improve their customer service. Organizations are continually being tempted to implement the latest technological advances. Personalization is a technique used to generate individualized content for each customer. Issues are presented that impact the value of a personalization initiative. The issues include the ability to classify the popular features on a web site, competitiveness of the market, and the acceptance of personalization by the organization's customers. Diffusion theory was used to determine which factors influence the acceptance of personalization on an organization's web site. The study found that relative advantage, compatibility, ease of use, and trialability significantly impacts the intended use of the personalization features on a web site. Visibility, image and result demonstrability were found not to have a significant impact on intent to use the personalization features on a web site. The result...