Title:	USER ATTITUDES AND BEHAVIOR TOWARD PERSONALIZATION: A CASE STUDY
Author(s):	Seppo Pahnila
ISBN:	978-972-8924-56-0
Editors:	Nuno Guimarães and Pedro Isaías
Year:	2008
Edition:	Single
Keywords:	Personalization, Theory of Reasoned Action, Medical information system
Type:	Full Paper
First Page:	284
Last Page:	290
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Organizations have seen potential in Internet-based business and have invested huge sums of money in it when competing for potential customers. By using personalized services, organizations can serve users from all around the world individually at the same time. It is important for system developers to understand how people decide to use, or decide not to use, any given system. The results presented here are based on a field study consisting of 196 relevant responses from the users of a personalized information system. Structure equation modeling results suggest that perceived relevance, which is related to information quality, reputation and loyalty, is one of the most important aspects that have an effect on attitude and intention to use a medical information system. Perceived expectancy, which combines perceived usefulness and compatibility, has a direct significant effect on usage. Perceived expectancy indicates how the respondents perceive the usefulness of the system and the compatibility with what people do. Considering the importance of perceived relevance and perceived expectancy it seems that extrinsic and intrinsic motivational factors have a significant influence on respondents’ behaviour. They are also important factors for future development with respect to user retention and loyalty.
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