ERIC Number: EJ886058
Record Type: Journal
Publication Date: 2010-Jul
Abstractor: As Provided
Reference Count: 51
Personalization Versus Customization: The Importance of Agency, Privacy, and Power Usage
Sundar, S. Shyam; Marathe, Sampada S.
Human Communication Research, v36 n3 p298-322 Jul 2010
What makes customization so appealing? Is it because the content is tailored or because the user feels greater agency? Study 1 tested these propositions with a news-aggregator Website that was either personalized (system-tailored), customized (user-tailored), or neither. Power users rated content quality higher when it had a customizable interface, whereas nonpower users preferred personalized content. In Study 2, half the participants were told that their browsing information may be used for providing requested services while the other half was told that it would not be used. The interaction found in Study 1 was observed only under conditions of low privacy, with the pattern being reversed under high privacy. Significant three-way interactions were found for sense of control and perceived convenience.
Descriptors: Internet, Web Sites, Adaptive Testing, Computer Assisted Testing, Computer Interfaces, Privacy
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A