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An Empirical Study of Website Personalization Effect on Users Intention to Revisit E-commerce Website Through Cognitive and Hedonic Experience

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Data Management, Analytics and Innovation

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 839))

Abstract

Personalization is used as an emerging strategy to reduce information overload and attract users and leveraging business through online web portals in recent years. However, less attention is given to study what are different design aspects of web personalization and how it impacts on users’ decision-making. To address this gap, this study draws on both stimulus–organism–response theory and information overload theory to propose a model for users’ information processing and decision-making. Different personalization aspects induce cognitive and hedonic user’s experience during interaction with websites which in turn generates satisfaction and effect on users’ decision-making to revisit the personalized website. This research identifies personalization aspects used in e-commerce websites as information, navigation, presentation personalization, and proposed research model and validated it empirically. Using Exploratory Factor Analysis (EFA) supports the factors identified with model as information, navigation, presentation personalization, cognitive, hedonic experience, satisfaction, and intention to revisit the personalized website. Confirmatory Factor Analysis (CFA) result supports proposed model representing interrelation of constructs information, presentation, navigation, cognitive, hedonic experience, satisfaction, and intention to revisit. The model is tested with the data collected from personalized e-commerce website users. 547 out of 600 data from e-commerce website users were used for analysis and for testing the model. EFA of responses extracted seven factors information, presentation, navigation personalization, cognitive experience, hedonic experience, satisfaction, and intention to revisit. CFA confirms model with RMSEA, CFI, and NFI values near to 0.9 which indicates good model fit for e-commerce websites. Structural equation modeling results indicate correlation between personalization aspects, i.e., information, presentation, navigation personalization, and users’ satisfaction and intention to revisit through cognitive and hedonic experience. Structural equation modeling technique result validates proposed model and reveals that different design aspects of personalized website design information, presentation, and navigation personalization play a vital role in forming user’s positive cognitive experience by inducing perceived usefulness, perceived ease of use, enjoyment and hedonic experience of control leading higher satisfaction level, and revisit of e-commerce website.

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Authors and Affiliations

  1. Department of MCA, Indira College of Engineering & Management, Pune, India

    Darshana Desai

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  1. Darshana Desai
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Correspondence to Darshana Desai .

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Editors and Affiliations

  1. Department of Automatics and Applied Software, Aurel Vlaicu University of Arad, Arad, Romania

    Valentina Emilia Balas

  2. Adyogik Tantra Shikshan Sanstha’s IICMR, Pune, Maharashtra, India

    Neha Sharma

  3. Faculty of Engineering and Technology, A.K. Choudhury School of Information Technology, Kolkata, India

    Amlan Chakrabarti

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Desai, D. (2019). An Empirical Study of Website Personalization Effect on Users Intention to Revisit E-commerce Website Through Cognitive and Hedonic Experience. In: Balas, V., Sharma, N., Chakrabarti, A. (eds) Data Management, Analytics and Innovation. Advances in Intelligent Systems and Computing, vol 839. Springer, Singapore. https://doi.org/10.1007/978-981-13-1274-8_1

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  • DOI: https://doi.org/10.1007/978-981-13-1274-8_1

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