Personalization is a ubiquitous practice in online retail. Modern consumers expect their interaction with brands to be personalized along all the stages of decision-making journey. While there are many ways to personalize customer experience, one of the most popular tools is personalized product recommendations (PPRs) placed on e-commerce websites. PPRs are powered by recommender system algorithms that predict with varying degrees of accuracy what is most relevant for potential buyers and display these predictions as shoppers browse. Customers that rely on PPRs when choosing among alternatives exhibit higher average spendings and retention than those who do not use PPRs. Therefore, PPRs represent a promising personalization tool for online retailers wishing to instill consumer loyalty and increase revenues. Whereas PPRs help consumers make more informed choices with less effort, consumers do not unconditionally accept them. Extant studies that tried to uncover the drivers of consumer acceptance of PPRs are highly fragmented. There are three different theoretical perspectives that were applied by scholars to explain the use of PPRs: decision support perspective, privacy perspective, and promotion perspective. However, these perspectives are rarely integrated to provide a comprehensive account for PPR acceptance antecedents. The current study aims to contribute to the literature on personalization acceptance by integrating three theoretical perspectives to examine the effects of different PPR characteristics on intention to use PPRs and the psychological mechanisms that underline these effects.

Program:

16:30 – 16:40 – opening speech

16:40 – 17:25 – presentation by Megi M. Gogua, Ksenia S. Golovacheva, Olga N. Alkanova, Maria M. Smirnova, topic: “Many routes to consumer acceptance of personalized product recommendations in online retail”

17:25 – 17:55 – discussion

17:55 – 18:00 – Closing remarks: announcements of the next workshops

Megi M. Gogua, Assistant Professor, Marketing Department; Ksenia S. Golovacheva, Senior Lecturer, Marketing Department; Olga N. Alkanova, Senior Lecturer, Marketing Department, Head of Teachning Excellence Lab; Maria M. Smirnova, Associate Professor, Head of Marketing Department. Head of Research Center for Strategic Marketing and Innovations.