African Journal of Hospitality, Tourism and Leisure (Jan 2020)
Factors influencing consumer behaviours via web personalization and information content on social media
Abstract
The goal of this study was to investigate the strategic effect of personalized marketing on online businesses in Thailand based on individuals' behavioural intentions towards the Information Technology Use Theory, Information Search Theory and Technology Acceptance Model (TAM). The theoretical models listed have been constructed using variables concerning information content, website optimization and e-shopping channels that ultimately influence consumer behaviour in the use of personalized services. Data collection used a questionnaire containing four factors and 12 signs to perform an empirical survey of online users who answered the questions. The sample group was selected from online shopping users in Thailand using a convenient sampling method. Structural Equation Modeling (SEM) was used to analyze the effects of these factors. Research results are useful for online entrepreneurs in providing a model for improving operations. The findings show that strategic marketing for online businesses must improve the quality of e-commerce and keep users online, and that it should involve creating more effectively targeted personalized services.
