Tuesday, November 20, 2012

Willing to Pay for Quality Personalization? Trade-Off between Quality and Privacy

From the report: "Online personalization presents recommendations of products and services based on customers’ past online purchases or browsing behavior. Personalization applications reduce information overload and provide value-added services. However, their adoption is hindered by customers’ concerns about information privacy. This paper reports on research undertaken to determine whether a high-quality recommendation service will encourage customers to use online personalization. We collected data through a series of online experiments to examine the impacts of privacy and quality on personalization usage and on users’ willingness to pay and to disclose information when using news and financial services." Read more