Web personalization in technology acceptance

This paper studies the role of web personalization in technology acceptance in consumer context. Web personalization has been extensively studied in various research streams. We try to study the effect of web personalization in context of technology acceptance. Most previous studies on web personalization have focused on e-commerce. We choose our domain of study as E Governance which has received much less research attention, particularly on user behavior and web personalization. We use Consumer Acceptance and use of Information Technology (UTAUT2) as the model to study consumer acceptance of an online government service channel. We follow a randomized experimental design to test how web personalization moderates the impact of performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price and habit on consumer´s intention to use a technology.