Leveraging customer knowledge – profiling and personalisation in e‐business

Summarizes the papers presented at The Second Marketing Science and the Internet Conference entitled: “Understanding Consumer Behaviour on the Internet”, held in Los Angeles, 28‐30 April 2000. Identifies key topical issues and future research agendas. Starts from the premise that research into consumer behaviour in the e‐marketplace is in its infancy, and that a variety of different types of contributions will be necessary to achieve a more informed understanding of consumer behaviour in this new context. Groups current work under four headings: cognition – concerned with the consumer response to specific features embedded in the interface between the consumer and the organisation; customisation – which reviews the various options for personalisation in the marketing exchange, and their effectiveness and acceptability to the consumer; cumulation – which explores the cumulative effect of consumer behaviour on the marketplace; and context – concerned with the relativities between online and traditional retailing and business environments.