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Publicação
Consumer Behaviour in E-Commerce: The Role of Algorithmic Personalization and Ethics in Impulsive Buying Behavior
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.34 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The rise of data-driven platforms using e-commerce strategies such as algorithmic
personalization, has significantly changed consumer behaviour. Although these algorithms
improve user experience, they can also exploit vulnerabilities. Understanding the role of ethics
in this context is crucial to explain how consumers perceive vendors’ practices. This research
aimed, therefore, to understand the impact of ethics in the relationship between impulsive
buying behaviour and perceived personalization. Here it is proposed a theoretical model
indicating the determinants of impulsive buying behaviour, presenting an empirical study and
analysing the data collected in a survey with SEM/PLS method. Results indicate that perceived
usefulness has a positive influence on impulsive buying behaviour, perceived personalization
and perceived value for personalization. The positive impact of trust in impulsive buying
behaviour was also verified. However, results demonstrated that privacy has no impact on
perceived personalization and neither does perceived personalization on impulsive buying
behaviour. Unexpectedly, ethics were found to negatively influence trust, and its moderation
effect on the relationship between personalization and impulsive buying behaviour was also
not verified.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Business Intelligence
Palavras-chave
E-Commerce Consumer Behaviour Impulsive Buying Behaviour Ethics e-Commerce Personalization SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure