A descriptive reference framework for the personalisation of e-business applications

Personalisation is widely considered as a critical element of contemporary electronic businesses. However, despite the wealth of scientific work on personalisation, the definition of the term remains blurred with as consequence a lack of clarity as to what to design or evaluate when it comes to this area of an e-business. E-business stakeholders, including designers, managers and customers, need to understand the significance of personalisation features for many reasons including: guidance for design and evaluation, user appeal and implications for e-business functionality. The paper introduces a descriptive framework for personalisation aspects of e-businesses, in business-to-consumer (B2C) situations, that is related to typical e-business functionality. The proposed framework classifies previous research and extends it to provide e-commerce stakeholders with a vocabulary for analysing e-businesses, for comparing personalisation features, and for explaining e-business commerce evaluation results. The framework is applied to the evaluation of the personalisation features of contemporary clothing e-businesses, and conclusions are drawn for the readiness of this sector to adopt personalisation requirements.