Timing of web personalization in mobile shopping: A perspective from Uses and Gratifications Theory

Web personalization has been widely adopted in the mobile shopping context to improve shopping experience and consumer loyalty. Timing is a crucial issue of the implementation of web personalization, a topic not yet adequately investigated in the extant literature. Web personalization could classify into two forms, namely Before-search Web Personalization (BSWP) and After-search Web Personalization (ASWP), in the mobile shopping context. Besides, motivations are the critical factors in mobile shopping, and seldom research has studied the effects of motivation on consumer's use of web personalization in the mobile shopping context. To advance understanding of the timing issue of web personalization, this paper employs the Uses and Gratifications method to investigate how mobile shopping motivations influence consumers' use of BSWP and ASWP, respectively. Furthermore, this paper also investigates the role of an important personal disposition (i.e. need for cognition). Empirical results indicate that shopping motivations could have significant effects on web personalization use; furthermore, BSWP use and ASWP use are predicted by different shopping motivations. Besides, need for cognition is found to positively moderate some effects of mobile shopping motivations on web personalization use. Theoretical and practical implications are also discussed.