Factors Affecting Users Decision Making for Personalized Information in Ecommerce Sites Dr. Darshana Desai#1

Computer Application, Information Technology

Information Personalization is frequently used to reduce information overload, retain customers and leverage business by online web portals in recent years. Still, less attention has been paid to the validity of information personalization and its influence on users’ decision making. To address this gap, the study draws models and proposes a personalization model for users information processing and decision making. Personalized information induces cognitive experience during interaction with websites which in turn generates satisfaction and effects on users’ decision making to revisit the personalized website. Research identifies personalized information used in e-commerce websites, proposes research models and validates it empirically. The result validates the proposed model with Exploratory Factor Analysis (EFA) having four factors as information personalization, cognitive experience, satisfaction and intention to revisit personalized websites with 547 valid responses collected through convenience sampling from ecommerce website users. Confirmatory Factor Analysis (CFA) result shows interrelation of constructs information personalization on users cognitive experience, satisfaction and intention to revisit. Research shows that relevant and quality personalized information in websites play an important role in forming a user's positive cognitive experience induce perceived ease of use, usefulness, enjoyment to instill higher satisfaction and revisit of e-commerce websites.

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