The Effects of Web Personalization on User Attitude and Behavior: An Integration of the Elaboration Likelihood Model and Consumer Search Theory

@article{Ho2014TheEO,
  title={The Effects of Web Personalization on User Attitude and Behavior: An Integration of the Elaboration Likelihood Model and Consumer Search Theory},
  author={S. Y. Ho and David Bodoff},
  journal={MIS Q.},
  year={2014},
  volume={38},
  pages={497-520}
}
Web personalization can achieve two business goals: increased advertising revenue and increased sales revenue. [] Key Result For online merchants, this research highlights the trade-off between item sampling and item selection and provides practical guidance on how to steer users toward the attitudes and behaviors that will realize their business goals.

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