Personalization versus Customization: The Importance of Agency, Privacy, and Power Usage

被引：309
作者：
Sundar, S. Shyam [1 ,2 ]
Marathe, Sampada S. [1 ]
机构：
[1] Penn State Univ, Coll Commun, Media Effects Res Lab, University Pk, PA 16802 USA
[2] Sungkyunkwan Univ, Dept Interact Sci, Seoul, South Korea
来源：
HUMAN COMMUNICATION RESEARCH | 2010年 / 36卷 / 03期
关键词：
WEB-PERSONALIZATION; PERCEIVED EASE; ONLINE NEWS; TECHNOLOGY; ACCEPTANCE; EXPERIENCE; COMMUNICATION; HYPERMEDIA; PORTALS;
D O I：
10.1111/j.1468-2958.2010.01377.x
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
What makes customization so appealing? Is it because the content is tailored or because the user feels greater agency? Study 1 tested these propositions with a news-aggregator Website that was either personalized (system-tailored), customized (user-tailored), or neither. Power users rated content quality higher when it had a customizable interface, whereas nonpower users preferred personalized content. In Study 2, half the participants were told that their browsing information may be used for providing requested services while the other half was told that it would not be used. The interaction found in Study 1 was observed only under conditions of low privacy, with the pattern being reversed under high privacy. Significant three-way interactions were found for sense of control and perceived convenience.
引用
收藏
页码：298 / 322
页数：30
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