Web Personalization: Consumer Perspective

Abstract

In today's competitive conditions, it is seen that consumers take an active role and participate in production processes. One way to meet the needs of consumers with different needs and desires is personalization applications developed with the support of information technologies. Personalization in the digital environment is considered valuable for businesses and consumers to research due to its unique contribution. In this chapter, web personalization applications are evaluated from the consumers' perspective. In this chapter, the literature on web personalization is examined. The advantages, disadvantages, and timing of web personalization are discussed. It is also discussed from the consumer perspective of web personalization. Factors that make web personalization valuable to consumers and factors that detract from personalization are discussed. As a result, it has been seen that web-based personalization interacts with technology and is important in meeting the needs of today's consumers.

Key Terms in this Chapter

Personalization: Making it personal. To make the tools used in information technology personalized.

Consumer Value: Consumer value can be defined as a relative preference that characterizes consumer interaction with any object.

Information Technology: The use of computers to store, retrieve, transmit, study, and process data or information, usually in the context of a business or other enterprise.

Web: The World Wide Web (WWW or Web for short) is an information system consisting of interconnected hypertext documents published on the Internet.

Consumer Perspective: the consumer's perception of purchasing and processes that affect their behavior.

Data Mining: This is the process of mining information and obtaining useful information from large-scale data. It can also be defined as searching for correlations that enable us to make predictions using a computer program in large amounts of data.