ASSESSING THE USER ATTITUDE TOWARD PERSONALIZED SERVICES

Seppo Pahnila

2007

Abstract

The fast growth of the Web has caused an excess of information to become available. Personalized systems try to predict individuals’ behavior based on user information, in order to deliver more accurate and targeted content by filtering out unimportant and irrelevant information. Prior personalization research has mostly focused on e-business issues, personalization techniques and processes or privacy concerns. In this research, we have studied users’ attitudes toward personalization and their desire to control personalized services. The results are based on a field study consisting of 196 relevant responses from the users of a personalized medical portal. We also analyzed respondents’ changes in attitude toward personalization by comparing responses from two field studies. The results show that the respondents appreciate personalized information which is closely related to their occupation. The respondents accept personalized services but they do not consider automatic content personalization to be important, nor do they appreciate automatic appearance personalization; they want to intervene in the transmitted information.

Paper Citation

in Harvard Style

Pahnila S. (2007). ASSESSING THE USER ATTITUDE TOWARD PERSONALIZED SERVICES . In Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS, ISBN 978-972-8865-92-4, pages 198-206. DOI: 10.5220/0002351101980206

in Bibtex Style

@conference{iceis07,
author={Seppo Pahnila},
title={ASSESSING THE USER ATTITUDE TOWARD PERSONALIZED SERVICES},
booktitle={Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS,},
year={2007},
pages={198-206},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002351101980206},
isbn={978-972-8865-92-4},
}

in EndNote Style

TY - CONF
JO - Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS,
TI - ASSESSING THE USER ATTITUDE TOWARD PERSONALIZED SERVICES
SN - 978-972-8865-92-4
AU - Pahnila S.
PY - 2007
SP - 198
EP - 206
DO - 10.5220/0002351101980206