Personalization effects in online retail: Case of the Russian market

The research aims to classify the personalization techniques as optional and those that are taken for granted, define the influence of consumer-related characteristics and purchase channel on the perception of personalization effects. The results are both practical and theoretical in nature. The classification of personalization techniques is conducted, and optional and critically important techniques are identified. The influence of digital literacy,hedonic shopping behavior and purchase channel on the perception of personalization effects is examined and a multifactor model is constructed. It has been identified that these factors do not play the deciding role in the perception of personalization effects.