title: Treating customers as individuals in online retail
metadata.name: dc.contributor.author
metadata.value: Golovacheva, K. S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Gogua, M. M.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, M. M.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Alkanova, O. N.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-03-02T19:29:52Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-03-02T19:29:52Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Golovacheva K. S., Gogua M. M., Smirnova M. M., Alkanova O. N. 2022. Treating customers as individuals in online retail. Russian Management Journal 20 (2): 224–246. https://doi.org/10.21638/spbu18.2022.204
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2022.204
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/39194
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Goal: the purpose of the current paper is to examine how five consumer characteristics (namely,
  hedonic shopping orientation, comparison shopping proneness, consumer confusion proneness,
  privacy concerns, and awareness of privacy control) influence the need for different forms of
  customer experience (CX) individualization. Methodology: the study is based on an online
  survey of a representative sample of 586 Russian online consumers conducted in mid-2021.
  Several consumer groups with different preferences for CX individualization are identified using
  cluster analysis; then multinominal logit modelling is used to define whether five consumer
  characteristics can predict group membership. Findings: the results empirically confirm that
  consumers differ in the need for CX individualization and demonstrate that all five consumer
  characteristics do work in predicting the need for CX individualization, but their role varies for
  different CX individualization strategies. Originality and contributions: the paper is the first to
  jointly examine three CX individualization strategies that online retailers may use to interact with
  customers: content personalization, product customization, and interaction humanization. The
  results of the study shed light on CX individualization strategies that firms should use to address
  the diverse consumer needs in their long-term strategies.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This research has been conducted with financial support from St. Petersburg State University, grant
  ID 77098515.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Volume 20; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: individualized customer experience
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: content personalization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: product customization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: interaction humanization
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Treating customers as individuals in online retail
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 04.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/39194/1/04.pdf
resources.format: Adobe PDF
resources.size: 812,88 kB