Kern

Bringing Light into Darkness

Customer Perceived Hyper-Personalization in E-Commerce and Its Effects on Digital Customer Behavior

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Fachbuch

Buch. Softcover

2025

519 S.

In englischer Sprache

Nomos. ISBN 978-3-7560-3422-2

Format (B x L): 15,3 x 22,7 cm

Gewicht: 763 g

Produktbeschreibung

Hyper-personalisation is currently considered THE leading buzzword in digital marketing. But how does this form of communication affect digital customer behaviour? This book provides evidence-based answers to that question and introduces a validated measurement model for hyper-personalisation in e-commerce. Drawing on literature analysis, qualitative interviews and quantitative studies, the author is the first to systematically conceptualise and empirically test hyper-personalisation. The results show that it increases perceived usefulness, persuasion and emotional attachment—without triggering reactance. Based on these findings, the book addresses both researchers and practitioners in digital marketing.

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