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An Exploration of Personalization in Digital Communication. Insights in Fashion

机译：数字通信中的个性化探索。时尚见解

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摘要

Developing effective personalization has become a priority for many firms. Online personalization is considered a key trend for the future of retailing. Despite the vast research and interest in online personalization by academics and practitioners, its understanding remains fragmented and there is not a comprehensive and updated definition, which is able to capture its complexity. Hence, this research aims to provide an analysis of the definitions of online personalization in order to identify elements in common and sources of discrepancies of the concept. The five key elements that are identified are offerings, knowledge, channels, purpose and contextual factors. Moreover, critical issues that hinder the development of a clear understanding of the topic are discussed, such as the overlap with the concepts of customization and perceived personalization. Subsequently, following a similar procedure, a review of the state of the art of personalization studies specific to fashion in the online context is conducted. The study also identifies directions for further research.
机译：开发有效的个性化设置已成为许多公司的首要任务。在线个性化被认为是零售业未来的主要趋势。尽管学者和实践者对在线个性化进行了广泛的研究和兴趣，但是对它的理解仍然是零散的，并且没有一个全面，更新的定义能够捕获其复杂性。因此，本研究旨在提供对在线个性化定义的分析，以识别该概念的共同点和差异来源。确定的五个关键要素是产品，知识，渠道，目的和环境因素。此外，还讨论了阻碍发展对主题的清晰理解的关键问题，例如与自定义和可感知的个性化概念的重叠。随后，按照类似的程序，对在线环境下针对时尚的个性化研究的最新状态进行了回顾。该研究还确定了进一步研究的方向。

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