The Perils of Behavior-Based Personalization
The Perils of Behavior-Based Personalization
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DOI：
10.1287/mksc.1100.0607
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发表时间：
2011
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影响因子：
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通讯作者：
Juanjuan Zhang
中科院分区：
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作者：
Juanjuan Zhang
近年来，“基于行为的个性化”越来越流行，企业根据消费者的购买历史提供个性化产品。本文强调了竞争市场中基于行为的个性化的两个危险。首先，虽然购买历史揭示了消费者的偏好，但对此类信息的竞争性利用会损害差异化，类似于基于行为的价格歧视加剧价格竞争的经典发现。对于内生的产品设计，还存在第二个危险。当有远见的公司试图通过抑制购买历史的信息价值来避免第一个危险时，就会出现这种情况。理想情况下，如果市场领导者在第一天为所有消费者提供服务，则购买历史记录不包含有关消费者偏好的信息。然而，由于知道竞争对手愿意接纳市场领导者，公司更有可能在第一天就提供主流设计，这会危及差异化。基于这种理解，我研究了基于行为的个性化的危险在替代市场条件下如何变化，例如公司对自己的客户的更好了解、消费者的忠诚度和惰性、消费者的自我选择以及对经典设计的需求。
“Behavior-based personalization” has gained popularity in recent years, whereby businesses offer personalized products based on consumers' purchase histories. This paper highlights two perils of behavior-based personalization in competitive markets. First, although purchase histories reveal consumer preferences, competitive exploitation of such information damages differentiation, similar to the classic finding that behavior-based price discrimination intensifies price competition. With endogenous product design, there is yet a second peril. It emerges when forward-looking firms try to avoid the first peril by suppressing the information value of purchase histories. Ideally, if a market leader serves all consumers on day 1, purchase histories contain no information about consumer preferences. However, knowing that their rivals are willing to accommodate a market leader, firms are more likely to offer a mainstream design at day 1, which jeopardizes differentiation. Based on this understanding, I investigate how the perils of behavior-based personalization change under alternative market conditions, such as firms' better knowledge about their own customers, consumer loyalty and inertia, consumer self-selection, and the need for classic designs.