Towards Improving E-commerce Users Experience Using Personalization & Persuasive Technology

With the increase in the number of e-commerce companies over the last decade, there is stiffer competition for e-businesses to win and retain customers. Companies have to give clients reasons to shop with them and become return customers. The use of personalization strategies and persuasive technology have been identified as means through which e-businesses can engage their clients and give them a unique shopping experience. To contribute to ongoing research in personalization and persuasive technology in e-commerce, my thesis proposes a framework that can create a personalized shopping experience for clients using the consumers' personality and shopping type. This paper presents the results of the first stage of my research which is a user study carried out on 324 e-commerce shoppers to identify the persuasive strategies and its implementation in an e-commerce site, Amazon, and to evaluate the persuasiveness of these strategies to consumers. The result of this thesis can contribute to ongoing research in development of personalization and persuasive strategies that work in e-commerce especially for new companies.