ABSTRACTWith advances in personalization technologies, websites are increasingly able to customize Web content and provide users with a unique experience. Prior research has focused more on the appeal of the personalized recommendations themselves and examined user behavior toward the personalized recommendations. However, prior research has not compared the total volume of users’ sampling activity on websites that offer personalization, compared to those that do not. This motivates our interest in an extended study of the totality of users’ sampling behavior on the website when personalized recommendations are present. Where prior work has focused on the amount of sampling of the personalized items themselves, we define two additional indicators that characterize a consumer’s sampling behavior on a website that has both stock and personalized items: (1) the total volume of sampling to include both stock and personalized items, and (2) the pattern of sampling between personalized and stock items. Based on...
['David Bodoff', 'Shuk Ying Ho']
Effectiveness of Website Personalization: Does the Presence of Personalized Recommendations Cannibalize Sampling of Other Items?