Proposal
Abstract:
The Effect of
E-personalization and Online Security Features on Consumers’ Attitude at
Travel Websites
E-personalization is the process of
tailoring preferences to individual traveler’s characteristics or
performances on online travel websites. E-personalization is used to
enhance customer service or e-commerce sales. However, personalization
also causes privacy concerns. Today’s technology provides multiple
opportunities for extensive data gathering and invasion of privacy.
Privacy issue has recently received enormous research attention. This is
mainly because of the advent of the web, and the trend of
personalization. However, very
limited research has been seen to assess consumers’ perspectives with
regard to e-personalization and privacy from the travelers’ perspective.
The purpose of this study was to
investigate consumers’ perceptions and
attitudes towards e-personalization and privacy features in travel
websites.
Previous research
has consistently utilized either e-personalization or privacy concern as
marketing tools. Our results show a moderate and direct effect of
e-personalization and privacy on consumer’s attitudes toward a company
Website, which in turn has a strong effect on purchase intention, and
also the importance of the privacy concern compared to personalization.
Key
Word: Personalization, privacy, online travel, information search
