Websites are trying to increase their sales through personalized merchandising: they adapt the page content depending on the information available on the visitor's known or inferred preferences. Such a strategy enhances customer value through three types of benefits (cognitive, financial and experiential). However it can also decrease value through three perceived liabilities (commercial aspect, quality and quantity of the personalized recommendations). The results of our research demonstrate that (1) trust in website personalization will drive the positive effect of perceived benefits and the negative effect of perceived liabilities on the attitude toward personalization, (2) these benefits and liabilities are antecedents of a general attitude toward website personalization, (3) which is a new and important antecedent of attitude toward the website.
DE PECHPEYROU, P. and DESMET, P. (2007). The Role of Trust in Consummers' Evaluations of Website Personnalization. In: ANZMAC 2007 Conference Proceedings: 3Rs reputation responsibility relevance. Australia & New-Zealand Marketing Academy. University of Otago.