A name alone is not enough: A reexamination of web-based personalization effect

作者：

Highlights：

• How involvement might affect the personalization effect was tested in this study.

• The effectiveness of personalization was examined in an online shopping context.

• Personalized messages generated more favorable effects when involvement was high.

• A simple personalization cue might not be sufficient to generate favorable effects.

摘要

•How involvement might affect the personalization effect was tested in this study.•The effectiveness of personalization was examined in an online shopping context.•Personalized messages generated more favorable effects when involvement was high.•A simple personalization cue might not be sufficient to generate favorable effects.

论文关键词：Personalization,Personalized communication,Standardization,Involvement,Name letter effect

论文评审过程：Received 22 November 2016, Revised 10 February 2017, Accepted 13 February 2017, Available online 16 February 2017, Version of Record 23 February 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.02.039