Personalization and Choice Behavior: The Role of Personality Traits

Abstract

Online merchants use personalization technologies to gain knowledge of an individual customer and then generate preference-matched web content for the customer. Among the various types of personalization technologies, this research focuses on personalization engines that generate preference-matched content based on a customer's prior transactions. Extant research in this area has focused on how to maximize knowledge mined from transaction logs to generate content that is highly similar to the customer's past revealed preferences. However, it remains an empirical question as to whether the content closely matched with previous transactions is most likely to influence choice behavior. In this ..