The Impact of Individual Information Privacy and Personalization on Online Buying Behavior: An Experimental Study.

We study the relationship between web personalization and individual information privacy on the customer's online buying behavior. Following a laboratory experiment we tested the differences for number of clicks and number of products added to cart with respect to two factors, namely Web Personalization and Information privacy related to a product. Our results show significant mean differences with respect to clicks and number of products added to the cart for privacy and non privacy products.