CHAPTER 7: FINDINGS AND CONCLUSIONS
7.1. Chapter Introduction
This chapter makes some conclusions from this study, which drawn from chapter 1 to chapter 6.This research aims to spread a knowledge on the circumstances of user satisfaction and adoption of a WPS using the TPB framework. The study move toward AP using CI approaches on measuring success in WP to bridge from US using IS theories as an establishing approaches. Since IS study is comprised from many discipline such as marketing, social psychology, economics, computer sciences, and etc., this research proposed operationalized, and empirically examine a comprehensive, frugal model that explains and predicts three dimension of user’s behavior toward adoption of a WPS and technology: acquiring information, giving personal details for personalized features, and navigating through personalized Website.
7.2 Research Findings and insights
This study presented that success dimension of a WPS from US perspective can be viewed from three focal user’s behaviors. Acquiring information from a personalized Website involves the transfer of required information of interest from Web pages via server to a user. Information of interest may relate to what users expect to find from a personalized Website. For instance, products and prices from commercial personalization, recommendation of friends and potential networking in social networking and dating services, fully control of Web pages including the contents, themes and news in architectural personalization.
Giving information refers to the transfer of information from user to the personalized services both explicit and implicit approaches, for providing personalized features. Implicit information such as demographic data (e.g. name, gender, and location) is giving by users through online facilities such as registration form, online survey, and product ratings. Whereas, explicit information acquired by personalized services by the intelligent agents such as in group of computational intelligent approaches on data from the Web logs and click stream analysis. In fact, a personalized Website is heavily depends on user’s input, then giving personal details for personalized features can be view as contingent behavior in a WPS.
Navigating through personalized Website is user’s behavior that reflected by many factors competence, good appearance, trustworthiness, secure, appropriate personalized design. The adoption of a WPS by users as a circumstances of use and continue to use will leads the success of a system. Due to the more user’s activities on a personalized Website, the more implicit and explicit data gathered from users. In personalized recommendation Website user’s activities is vital to make the recommender system recommend items (e.g. products, articles, news, and friends) more accurately due to a personalized agent become more efficient.
Furthermore, the framework of measuring success in Web personalization from the well-established...