SAVE THE DATE Tapia 2018 Orlando, FL September 19-22, 2018

2017 Tapia Conference

Improving E-commerce Shoppers’ Experience using Personalization & Persuasive Technology


Ifeoma Adaji, University of Saskatchewan


Simply selling products online can no longer guarantee profits for e-businesses especially for new comers to the e-commerce industry as the competition among companies is more intense. In order to keep existing customers and make new ones, e-businesses have to provide products and services that feel personal to their clients. This can be done with the use of personalization and persuasive strategies.

This research proposes a framework for improving e-commerce shopper’s experience that combines shopper type and personality type of customers to create an online persona for the client. Using the persuasive principles of the Persuasive Systems Design (PSD) framework, the consumer’s persona will then be matched to persuasive strategies that will likely lead to behavior change. The contributions of this research are novel and relevant because they will introduce an innovative approach to improve shoppers’ experience in e-commerce that is personalized and persuasive in nature. When implemented, my proposed solution will lead to an improved user experience in e-commerce platforms, especially new entrants to the market.