Doctoral Dissertations


JungKun Park

Date of Award


Degree Type


Degree Name

Doctor of Philosophy


Human Ecology

Major Professor

Ann E. Fairhurst


In this study, a model of attitude toward personalization and purchase intention is developed to investigate how consumer attitudes and intention to purchase using personalization features are influenced by privacy and security concerns and by previous online purchase experiences. The behavioral intention model (Fishbein, 197 5) has been adopted for theoretical model building. To collect data, an e-mail survey was distributed to 7,000 online consumers who had at least online shopping experience and a sample of 1140 usable responses were used for data analysis. The results indicated that 1) attitudes toward personalization features were important determinants of consumer intentions to purchase online, 2) consumer concerns about privacy and security had a significant influence on consumer attitudes toward personalization features, and 3) previous online purchase experience had no influence on consumer attitudes toward personalization features. Implications and directions for future research are discussed.

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