Web Personalization

Abstract

In today's competitive conditions, it is seen that consumers take an active role and participate in production processes. One way to meet the needs of consumers with different needs and desires is personalization applications developed with the support of information technologies. Personalization in the digital environment is considered valuable for businesses and consumers to research due to its unique contribution. In this chapter, web personalization applications are evaluated from the consumers' perspective. In this chapter, the literature on web personalization is examined. The advantages, disadvantages, and timing of web personalization are discussed. It is also discussed from the consumer perspective of web personalization. Factors that make web personalization valuable to consumers and factors that detract from personalization are discussed. As a result, it has been seen that web-based personalization interacts with technology and is important in meeting the needs of today's consumers.