Content Learning on Websites: The Effects of Information Personalization

60 Pages Posted: 23 Dec 2011

See all articles by Dimitrios Tsekouras

Dimitrios Tsekouras

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE); Erasmus Research Institute of Management (ERIM)

Ting Li

Rotterdam School of Management, Erasmus University; Erasmus Research Institute of Management (ERIM)

Date Written: September 1, 2011

Abstract

Information personalization is a popular and effective way used especially by online content providers to reduce user effort for the assessment of abundant information load. Based on learning and goal setting theories, in this paper we argue that the successful role of information personalization can be attributed to the effect of increased content learning, which is a key driver of consumer website evaluation and loyalty. In addition, we distinguish between two dimensions of information personalization and suggest that effort reduction due to information personalization is not necessarily beneficial. Based on two experimental studies using a health information website, we demonstrate that personalization content, which decreases the effort through offering dense information tailored to the users’ needs, leads to beneficial behavioral outcomes (website evaluation and revisit intention) due to the mediating role of increased content learning. Personalization interaction, which decreases the effort through the process by which the personalized content is generated, has the opposite effects due to the decreased ability of information retention.

Keywords: content learning, information personalization, e-commerce, content based websites, information search

Suggested Citation

Tsekouras, Dimitrios and Dellaert, Benedict G. C. and Li, Ting, Content Learning on Websites: The Effects of Information Personalization (September 1, 2011). Netspar Discussion Paper No. 09/2011-100, Available at SSRN: https://ssrn.com/abstract=1976178 or http://dx.doi.org/10.2139/ssrn.1976178

Dimitrios Tsekouras

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Benedict G. C. Dellaert (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

Ting Li

Rotterdam School of Management, Erasmus University ( email )

Burgemeester Oudlaan 50
3062PA Rotterdam
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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