Analysis of Personalised Content in E-Commerce

Abstract

The way in how the World-Wide-Web is used has significantly changed since the beginning of electronic commerce revolution. Modern technologies provided powerful instrument for implementation of one-to-one marketing into practice with exceptional accuracy for reasonable price. The aim of this study is to describe main aspects of personalisation for e-commerce in the Czech Republic. Firstly, the role of e-commerce is described as an enabler of development for personalised content delivery; secondly, major techniques of personalisation are defined. In the research part, the results from the internet-mediated survey are analysed. The major part consists of perception about personalisation from Czech e-commerce customers’ point of view. Moreover, statistical methods were used for hypothesis testing. It was found that personalisation is of higher importance for maintaining existing customers through building long-term relationship, rather than instrument efficient for acquiring new customers. In addition, positive relationship between importance customers give to personalisation and valuing it as sufficient reason for tracking shopping process was found. It should, however, be highlighted that this paper should be due to relatively small size of sample and other limitations be taken cautiously.