Research output: Contribution to conferencePaperpeer-review


In E-Commerce and mobile commerce, personalization has been recognized as an indispensable element of customer relationships and of Web strategies. However, there are wide differences in how this concept is defined, characterized, and operationalized in the literature. The purpose of this paper is to explore the theoretical perspectives and underlying assumptions exhibited in various views and conceptions of personalization across a number of fields, with the goal of delineating different approaches that might be taken to personalization. Based on a review of personalization that spanned a number of fields, we distill four distinct perspectives on personalization. Each perspective is discussed in terms of several dimensions relevant to design of personalized systems. Following this we discuss several implications for IS research and practice.

Original languageEnglish (US)
Number of pages8
StatePublished - 2003
Externally publishedYes
Event9th Americas Conference on Information Systems, AMCIS 2003 - Tampa, United States
Duration: Aug 4 2003Aug 6 2003


Conference9th Americas Conference on Information Systems, AMCIS 2003
Country/TerritoryUnited States


  • Personalization
  • consumer-centric design
  • electronic commerce
  • mobile commerce
  • taxonomy
  • typology

ASJC Scopus subject areas

  • Library and Information Sciences
  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems


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