Buch, Englisch, 519 Seiten, Format (B × H): 153 mm x 227 mm, Gewicht: 763 g
Customer Perceived Hyper-Personalization in E-Commerce and its Effects on Digital Customer Behavior
Buch, Englisch, 519 Seiten, Format (B × H): 153 mm x 227 mm, Gewicht: 763 g
Reihe: Service management, services marketing series
ISBN: 978-3-7560-3422-2
Verlag: Nomos
Hyper-personalisation is currently considered THE leading buzzword in digital marketing. But how does this form of communication affect digital customer behaviour? This book provides evidence-based answers to that question and introduces a validated measurement model for hyper-personalisation in e-commerce. Drawing on literature analysis, qualitative interviews and quantitative studies, the author is the first to systematically conceptualise and empirically test hyper-personalisation. The results show that it increases perceived usefulness, persuasion and emotional attachment—without triggering reactance. Based on these findings, the book addresses both researchers and practitioners in digital marketing.
