Title Page
Contents
Abstract 8
1. Introduction 9
1.1. Research Background 9
1.2. Research Objectives 11
1.3. Organization of Thesis 11
2. Literature Review 13
2.1. Personalization 13
2.1.1. Concept of Personalization 13
2.1.2. Related Concepts 18
2.1.3. Framework of Personalization 21
2.2. Cross-Buying 25
2.2.1. Concept of Cross-Buying17 25
2.2.2. Independent variables of Cross-Buying behavior 28
2.3. Shopping Cart Abandonment 31
2.3.1. Concept of Shopping Cart Abandonment 31
2.3.2. Independent variables of Shopping Cart Abandonment 32
3. Theoretical Framework 34
3.1. Theoretical Background 34
3.1.1. S-O-R framework 34
3.2. Conceptual Framework 37
4. Research Model and Hypotheses 39
4.1. Research Model 39
4.2. Research Hypotheses 40
4.2.1. Affective States 40
4.2.2. Cognitive States 40
4.2.3. Architectural Personalization 42
4.2.4. Instrumental Personalizaiton 43
4.2.5. Social Personalization 44
4.2.6. Commercial Personalization 45
5. Research Methodology 45
5.1. Measurement Development 46
5.2. Online Shopping Malll Website Development 48
5.2.1. Development of Online Shopping Mall Web Site 48
5.2.2. Experiment Design 54
5.2.3. Participant 54
5.2.4. Experimental Procedures 56
5.2.5. Manipulation Check 57
6. Data Analysis 58
6.1. Measurement Model 58
6.2. Structure Model 62
7. Discussion 66
7.1. Implications 66
7.2. Limitations and Contributions 68
References 70
Appendix 126
Summary in Korean 135
Table 2-1. Definitions of Personalization 16
Table 2-2. Analysis of Personalization Papers 17
Table 2-3. Contexts of Personalization Papers 18
Table 2-4. Related Concepts to Personalization 20
Table 2-5. Framework of Personalization 24
Table 2-6. Definitions of Cross-Buying 28
Table 2-7. Independent variables of Cross-Buying 30
Table 2-8. Definitions of Shopping Cart Abandonment 32
Table 2-9. Indepenent variables of Shopping Cart Abandonment 33
Table 5-1. Operational Definition of Variables 47
Table 5-2. High/Low Personalization Environment 49
Table 5-3. Experiment Design 54
Table 5-4. Participants" Characteristics 56
Table 6-1. Internal Reliability Test 59
Table 6-2. Results of Factor Analysis 60
Table 6-3. Item-factor loadings and cross-loadings 61
Table 6-4. Correlation between Constructs 62
Table 6-5. Results of Hypotheses 65
Figure 1-1. Organization of Thesis 12
Figure 2-1. Research Stream of Personalization 17
Figure 2-2. Comparison of Related Terms to Personalization 20
Figure 2-3. Our Framework of Personalization 25
Figure 2-4. Research Stream of Perceived Risk 34
Figure 3-1. S-O-R Framework 36
Figure 3-2. Conceptual Framework 38
Figure 4-1. Research Model 39
Figure 5-1. Screenshot of Architectural Personalization(High) 50
Figure 5-2. Screenshot of Architectural Personalization(Low) 50
Figure 5-3. Screenshot of Instrumental Personalization(High) 51
Figure 5-4. Screenshot of Instrumental Personalization(Low) 51
Figure 5-5. Screenshot of Social Personalization(High) 52
Figure 5-6. Screenshot of Social Personalization(Low) 52
Figure 5-7. Screenshot of Commercial Personalization(High) 53
Figure 5-8. Screenshot of Commercial Personalization(Low) 53
Figure 5-9. Manipulation Check of Each Personalization Construct 58
Figure 6-1. Results of PLS Analysis 65