개인화 서비스는 항상 좋은가?:정보탐색정도의 조절효과를 중심으로

We explore the negative effects of personalized service provided at the decision stage on purchase behavior. Based on the cognitive dissonance theory and assimilation-contrast theory, we propose that the relevancy of personalized service and the level of information search could affect personalized service’s effectiveness and provide possible solutions to alleviate the negative effects. The two lab experiments conducted with 192 participants indicate that: 1) the personalized service offered at the decision stage could stimulate purchase delay when the personalized service is relevant, 2) consumers who searched for more information are more likely to show purchase delay than consumers who searched for less information, 3) consumers who searched for more information are less likely to show purchase delay when offered with irrelevant personalized service than with relevant personalized service. In contrast, consumers who search for less information are less likely to show purchase delays when offered with relevant personalized service than with irrelevant personalized service. 4) The purchase delay could be reduced by providing consumers who searched for more information with information that supports their decisions. The study sheds some light on academics and marketers by identifying the conditions (e.g., the level of information search) stimulating the negative consequences of personalized service.