Personnalisation du merchandising en ligne : identification des réactions des internautes

Commercial websites are trying to increase their sales through a personalized merchandising. Indeed, managerial journals have underlined the opportunities of such a strategy in terms of cross-selling and up-selling. Online personalization could even be an efficient way to increase customer loyalty (Holland and Baker, 2001). However, if online personalization has been extensively studied in Information Systems research, web users’ reactions to such personalization are not well known (Ho, 2006). Therefore we studied existing models in consumer behaviour and undertook a qualitative study around web personalization issues. This approach led us to propose a typology of three types of benefits (cognitive, financial and experiential) and three perceived liabilities (commercial aspect, quality and quantity of the personalized recommendations). These benefits and liabilities proved to be relevant to explain attitude toward online personalization.