Personalizing to product category knowledge: exploring the mediating effect of shopping tools on decision confidence

@article{Kamis2004PersonalizingTP,
  title={Personalizing to product category knowledge: exploring the mediating effect of shopping tools on decision confidence},
  author={Arnold Kamis and Michael J. Davern},
  journal={37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the},
  year={2004},
  pages={10 pp.-}
}
Prior efforts in personalization have focused primarily on modeling individual consumer's preferences so that products for which they have a higher likelihood of purchasing are presented. In this study, we explore the potential of an approach to personalization focusing on customizing shopping tools based on a consumer's product category knowledge. The low product category knowledge user may not be able to use the shopping tools as well as the high product category knowledge user, because lower… CONTINUE READING

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