• Dr.Darshana Desai

Personalization is frequently used to reduce information overload, retain customers and leveraging business by online web portals in recent years. Though, less attention has been paid to design aspects of website personalization and its influence on users’ decision making. To address this gap, the study draws model based on Stimulus-Organism-Response theory and propose a personalization model for users information processing and decision making. Different personalization aspects induce cognitive and hedonic user's experience during interaction with websites which in turn generates satisfaction and effects on users’ decision making to revisit the personalized website. Research identifies personalization aspects used in e-commerce websites, proposes research model and validates it empirically. Exploratory Factor Analysis (EFA) identifies seven factors as information, navigation, presentation personalization, cognitive, hedonic experience, satisfaction and intention to revisit personalized website. Model is tested with 547 valid responses out of 600 data collected through convenience sampling using survey method from ecommerce website users were used for analysis. Confirmatory Factor Analysis(CFA) result shows interrelation of constructs information, presentation, navigation, cognitive, hedonic experience, satisfaction and intention to revisit. CFA result validates model with RMSEA, CFI, NFI value near .9 indicates good model fit for ecommerce websites. Structural Equation Modeling result indicates correlation between personalization aspects and users’ satisfaction, intention to revisit through cognitive and hedonic experience. Research shows different design aspects of personalized website plays an important role in forming user's positive cognitive experience induce perceived ease of use, usefulness, enjoyment, hedonic experience of control leading higher satisfaction level and revisit of e-commerce website.

Information Personalization,Navigation Personalization, Presentation Personalization, Cognitive experience,Hedonic experience, satisfaction, perceived ease of use, perceived usefulness,enjoyment,control

"Personalization and User Decision Making Model with cognitive and hedonic experience", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.123-135, June 2019, Available :http://www.jetir.org/papers/JETIR1907I19.pdf

"Personalization and User Decision Making Model with cognitive and hedonic experience", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp123-135, June 2019, Available at : http://www.jetir.org/papers/JETIR1907I19.pdf