Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study explored the relationship between types of tailored Web services and users’ levels of gratifications and attitude toward the services. A between-subjects experiment was designed, using iGoogle.com as the stimulus. Thirty-nine participants were randomly assigned to three different experimental settings – no tailoring, personalization, and customization. Users’ self-concept, peer pressure, and prior experience of iGoogle.com were also measured for their moderating effects. The study found statistically significant differences in users’ attitudes toward the website and their gratifications among the three conditions. Users’ self-concept and prior experience of iGoogle.com played a role as moderators in the main relationship between tailoring Internet services and Internet uses and gratifications.