The Effect of Personalization on Consumer Behaviors

Ziyi Huang (), Guanlin Chen and Guanwen Zhao
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Ziyi Huang: Chinese University of Hongkong (Shenzhen), School of Management and Economics
Guanlin Chen: Peking University, Department of Math
Guanwen Zhao: Shandong Experimental High School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 389-405 from Springer

Abstract: Abstract Information is the cornerstone of decision-making process, as consumers’ choice of a product or service mainly based on the information they receive or collect. The internet has flooded and overwhelmed consumers with tons of miscellaneous information, causing information overload. Personalization is developed as an ideal solution to this problem by delivering messages to specialized individuals, in order to improve communication efficiency. But it has become an essential strategic tool for companies and organizations to shape consumer behaviors. This paper reviews previous studies in this field, providing comprehensive overview of personalization, consumer behaviors, and the effect of personalization on consumer behaviors.

Keywords: Information overload; Personalization; Consumer behavior; Recommendation; Privacy; Marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_47

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