Seppo Pahnila



The fast growth of the Web has caused an excess of information to become available. Personalized systems try to predict individuals’ behavior based on user information, in order to deliver more accurate and targeted content by filtering out unimportant and irrelevant information. Prior personalization research has mostly focused on e-business issues, personalization techniques and processes or privacy concerns. In this research, we have studied users’ attitudes toward personalization and their desire to control personalized services. The results are based on a field study consisting of 196 relevant responses from the users of a personalized medical portal. We also analyzed respondents’ changes in attitude toward personalization by comparing responses from two field studies. The results show that the respondents appreciate personalized information which is closely related to their occupation. The respondents accept personalized services but they do not consider automatic content personalization to be important, nor do they appreciate automatic appearance personalization; they want to intervene in the transmitted information.


  1. Baronas, A. and M. Louis (1988). "Restoring a Sense of Control During Implementation: How User Involvement Leads to System Acceptance." MIS Quarterly 12(1): 111-124.
  2. Brusilovsky, P. (1996b). Methods and techniques of adaptive hypermedia. User Modeling and user Adapted Interaction. 6: 87-129.
  3. Chellappa, R. K. and R. G. Sin (2005). "Personalization versus Privacy: An Empirical Examination of the Online Consumer's Dilemma." Information Technology and Management 6: 181-202.
  4. Eirinaki, M. and M. Vazirgiannis (2003). "Web Mining for Web Personalization." ACM Transactions on Internet Technology 3(1): 1-27.
  5. Herva, A., Y. Vartia, et al. (1983). Tilastollisia taulukoita. Helsinki, Oy Gaudeamus Ab.
  6. Hoffman, D. L., T. P. Novak, et al. (1999b). "Building Consumer Trust Online. How merchants can win back lost consumer trust in the interests of e-commerce sales." Communication of ACM 42(4): 80-85.
  7. Karat, C. M., C. Brodie, et al. (2003). "Personalizing the user experience on" IBM Systems Journal 42(4): 686-701.
  8. Kobsa, A. (2002). "Personalized Hypermedia and International Privacy." Communication of ACM 45(5): 64-67.
  9. Kobsa, A., J. Koenemann, et al. (2001b). "Personalized hypermedia presentation techniques for improving online customer relationships." The Knowledge Engineering Review. 16(2): 111-155.
  10. Kramer, J., S. Noronha, et al. (2000). "A User-Centered Approach to Personalization." Communication of ACM 43(8): 45-48.
  11. Manber, U., A. Patel, et al. (2000). "Experience with personalization on Yahoo!" Communication of ACM 43(8): 35-39.
  12. Mittal, B. and W. M. Lassar (1996). "The Role of Personalization in Service Encounters." Journal of Retailing 72(1): 95-109.
  13. Mobasher, B., R. Cooley, et al. (2000). "Automatic personalization based on Web usage mining." Communication of ACM 43(8): 142-151.
  14. Mulvenna, D. M., S. S. Anand, et al. (2000). "Personalization on the net using Web mining." Communications of ACM 43(8 ): 123-125.
  15. Murthi, B. P. S. and S. Sarkar (2003). "The Role of the Management Sciences in Research on Personalization." Management Science 49(10): 1344- 1362.
  16. Nielsen, J. (1998). "Personalization is over-rated." Retrieved 01.02.2001, from
  17. Nunes, P. F. and A. Kambil (2001). "Personalization? No Thanks." Harvard Business Review 79(4): 32-34.
  18. Pierrakos, D., G. Paliouras, et al. (2003). "Web Usage Mining as a Tool for Personalization: A Survey." User Modeling and User-Adapted Interaction 13: 311-372.
  19. Resnick, P. and H. R. Varian (1997). "Recommender Systems." Communication of ACM 40(3): 56-58.
  20. Riecken, D. (2000). "Personalized views of personalization." Communications of ACM 43(8 (August 2000)): 27-28.
  21. Schonberg, E., T. Cofino, et al. (2000). "Measuring success." Communication of ACM 43(8): 53-57.
  22. Smyth, B. and P. Cotter (2000). "A personalized television listings service." Communication of ACM 43(8): 107- 111.
  23. Spiliopoulou, M. (2000). "Web Usage Mining for Web Site Evaluation. Making a site better fit its users." Communication of ACM 43(8): 127-134.
  24. Tam, K. Y. and S. Y. Ho (2005). "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective." Information Systems Research 16(3): 271-291.
  25. Vasama, P.-M. and Y. Vartia (1973). Johdatus tilastotieteeseen osa II, Oy Gaudeamus Ab.
  26. Volokh, E. (2000). "Personalization and privacy." Communication of ACM 43(8): 84-88.
  27. Zemke, R. and T. Connellan (2001). E-service. New York, AMACOM, American Management Association.
  28. Zou, K. H., J. R. Fielding, et al. (2003). "Hypothesis Testing I: Proportions." Radiology 226(3): 609-613.

Paper Citation

in Harvard Style

Pahnila S. (2007). ASSESSING THE USER ATTITUDE TOWARD PERSONALIZED SERVICES . In Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS, ISBN 978-972-8865-92-4, pages 198-206. DOI: 10.5220/0002351101980206

in Bibtex Style

author={Seppo Pahnila},
booktitle={Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS,},

in EndNote Style

JO - Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 5: ICEIS,
SN - 978-972-8865-92-4
AU - Pahnila S.
PY - 2007
SP - 198
EP - 206
DO - 10.5220/0002351101980206