Skip to main content
SpringerLink
Log in

Persönlichkeitsbasierte Personalisierung von Service-Apps

  • Chapter
  • First Online:
Automatisierung und Personalisierung von Dienstleistungen

Part of the book series: Forum Dienstleistungsmanagement ((FD))

  • 8143 Accesses

Zusammenfassung

Mobile Apps etablieren sich zunehmend als wichtiges Instrument zur Vermarktung und Erstellung von Dienstleistungen. Aufgrund der individuellen Nutzung mobiler Endgeräte, auf denen die Apps gespeichert werden, eignen sie sich in besonderer Weise für eine personalisierte Ansprache von Interessenten und Kunden. Im vorliegenden Beitrag werden Grundlagen und Gestaltungsmöglichkeiten einer Personalisierung auf der Grundlage von Persönlichkeitsmerkmalen der App-Nutzer beschrieben. Ausgehend von den Ergebnissen einer empirischen Untersuchung bei 230 Probanden / -innen werden außerdem Hinweise für die praktische Umsetzung der persönlichkeitsbasierten Personalisierung gegeben.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 64.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 84.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • Aaker, J.L. (1999): The malleable self − The role of self-expression in persuasion, in: Journal of Marketing Research, Vol. 36, No. 1, S. 45-57.

    Google Scholar 

  • Adali, S./Golbeck, J. (2014): Predicting personality with social behavior − A comparative study, in: Social Network Analysis and Mining, Vol. 4, No.1, S. 1-20.

    Google Scholar 

  • Aguirre-Rodriguez, A./Bosnjak, M./ Sirgy, M.J. (2012): Moderators of the self-congruity effect on consumer decision-making − A meta-analysis, in: Journal of Business Research, Vol. 65, No. 8, S. 1179-1188.

    Google Scholar 

  • Arora, N./Drèze, X./Ghose, A./Hess, J.D./Iyengar, R./Jing, B./Joshi, Y.V./Kumar, V./Lurie, N.H.,/Neslin, S./Sajeesh, S./Su, M./Syam, N.B./Thomas, J./Zhang, Z. (2008): Putting one-to-one marketing to work − Personalization, customization, and choice, in: Marketing Letters, Vol. 19, No. 3, S. 305-321.

    Google Scholar 

  • Backhaus, K./Erichson, B./Weiber, R. (2015): Fortgeschrittene multivariate Analysemethoden − Eine anwendungsorientierte Einführung, 3. Aufl., Berlin/Heidelberg.

    Google Scholar 

  • Backhaus, K./Erichson, B./Plinke, W./Weiber, R. (2018): Multivariate Analysemethoden − Eine anwendungsorientierte Einführung, 15. Aufl., Berlin/Heidelberg.

    Google Scholar 

  • Bagozzi, R.P./Yi, Y. (1988): On the evaluation of structural equation models, in: Journal of the Academy of Marketing Science, Vol. 16, No. 1, S. 74-94.

    Google Scholar 

  • Bauer, H.H./Mäder, R./Wagner, S.-N. (2006): Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens − Eine Metaanalyse der Selbstkongruenzforschung, in: Zeitschrift für betriebswirtschaftliche Forschung, 58. Jg., Nr. 11, S. 838-863.

    Google Scholar 

  • Bergkvist, L./Rossiter, J.R. (2007): The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs, in: Journal of Marketing Research, Vol. 44, No. 2, S. 175-184.

    Google Scholar 

  • BfDI (2018): Die Reform des Europäischen Datenschutzrechts, https://www.bfdi.bund.de/DE/Datenschutz/DatenschutzGVO/Reform/ReformEUDatenschutzrechtArtikel/ReformEUDatenschutzRecht.html (Zugriff am 28.08.2019).

  • Bitkom e.V. (2017): Online-Shopping − Preis und Auswahl schlagen persönlichen Kontakt, https://www.bitkom.org/Presse/Presseinformation/Online-Shopping-Preis-und-Auswahl-schlagen-persoenlichen-Kontakt.html (Zugriff am 28.08.2019).

  • Block, J. (2010): The five-factor framing of personality and beyond − Some ruminations, in: Psychological Inquiry, Vol. 21, No. 1, S. 2-25.

    Google Scholar 

  • Bouchard Jr., T.J./Loehlin, J.C. (2001): Genes, evolution, and personality, in: Behavior Genetics, Vol. 31, No. 3, S. 243-273.

    Google Scholar 

  • Braunhofer, M./Elahi, M./Ricci, F. (2015): User personality and the new user problem in a context − Aware points of interest recommender system, in: Proceedings of the International Conference on Information and Communication Technologies in Tourism 2015, Lugano, S. 537-549.

    Google Scholar 

  • Bruhn, M./Hadwich, K. (2017): Dienstleistungen 4.0 − Erscheinungsformen, Transformationsprozesse und Managementimplikationen, in: Bruhn, M./Hadwich, K. (Hrsg.): Dienstleistungen 4.0. − Geschäftsmodelle – Wertschöpfung – Transformation, Band 2, Wiesbaden, S. 3-40.

    Google Scholar 

  • Buss, D.M. (1991): Evolutionary personality psychology, in: Annual Review of Psychology, Vol. 42, No. 1, S. 459-491.

    Google Scholar 

  • Buss, D.M. (2009): How can evolutionary psychology successfully explain personality and individual differences?, in: Perspectives on Psychological Science, Vol. 4, No. 4, S. 359-366.

    Google Scholar 

  • BVDW (2018): Digital Trends − Umfrage zum Online-Lebensmitteleinkauf, https://www.bvdw.org/fileadmin/bvdw/upload/ublikationen/digital-commerce/BVDW_Digital_Trends_Lebensmittelkauf_v2.pdf. (Zugriff am 28.08.2019).

  • Caprara, G.V./Barbaranelli, C./Zimbardo, P.G. (1996): Understanding the complexity of human aggression − Affective, cognitive and social dimensions of individual differences, in: European Journal of Personality, Vol. 10, No. 2, S. 133-155.

    Google Scholar 

  • Chin, W.W. (1998): The partial least squares approach to structural equation modeling, in: Marcoulides, G.A. (Hrsg.): Modern methods for business research, London, S. 295-336.

    Google Scholar 

  • Chung, T./Wedel, M./Rust, R. (2016): Adaptive personalization using social networks, in: Journal of the Academy of Marketing Science, Vol. 44, No. 1, S. 66-87.

    Google Scholar 

  • Churchill, G.A. (1979): A paradigm for developing better measures of marketing constructs, in: Journal of Marketing Research, Vol. 16, No. 2, S. 64-73.

    Google Scholar 

  • Costa, P.T. Jr./McCrae, R.R. (1992): Revised NEO personality inventory and NEO five factor inventory professional manual, Odessa.

    Google Scholar 

  • Donnellan, M.B./Lucas, R.E. (2008): Age differences in the big five across the life span − Evidence from two national samples, in: Psychology and Aging, Vol. 23, No. 3, S. 558-566.

    Google Scholar 

  • Ekinci, Y./Riley, M. (2003): An investigation of self-concept − Actual and ideal self-congruence compared in the context of service evaluation, in: Journal of Retailing and Consumer Services, Vol. 10, No. 4, S. 201-214.

    Google Scholar 

  • Eysenck, H.J. (1941): A critical and experimental study of color preferences, in: American Journal of Psychology, Vol. 54, No. 3, S. 385-394.

    Google Scholar 

  • Eysenck, H.J. (1967): The biological basis of personality, Springfield.

    Google Scholar 

  • Eysenck, H.J. (1992): Four ways five factors are not basic, in: Personality and Individual Differences, Vol. 13, No. 6, S. 667-673.

    Google Scholar 

  • Fan, H./Poole, M.S. (2006): What is personalization? − Perspectives on the design and implementation of personalization in information systems, in: Journal of Organizational Computing and Electronic Commerce, Vol. 16, No. 3-4, S. 179-202.

    Google Scholar 

  • Feierabend, S./Rathgeb, T./Reutter, T. (2018): Jugend, Information, Medien, in: Media Perspektiven, 21. Jg., Nr. 12, S. 587-600.

    Google Scholar 

  • Fuchs, C./Diamantopoulos, A. (2009): Using single-item measures for construct measurement in management research, in: Die Betriebswirtschaft, 69. Jg., Nr. 2, S. 195-210.

    Google Scholar 

  • Furnham, A./Walker, J. (2001): The influence of personality traits, previous experience of art, and demographic variables on artistic preference, in: Personality and Individual Differences, Vol. 31, No. 6, S. 997-1017.

    Google Scholar 

  • Gerlitz J.Y./Schupp, J. (2005): Zur Erhebung der Big-Five-basierten Persönlichkeitsmerkmale im SOEP − Dokumentation der Instrumentenentwicklung BFI-S auf Basis des SOEP-Pretests 2005, in: DIW Research, Notes 4.

    Google Scholar 

  • Gosling, S.D./Rentfrow, P.J./Swann, W.B. Jr. (2003): A very brief measure of the big-five personality domains, in: Journal of Research in Personality, Vol. 37, No. 6, S. 504-528.

    Google Scholar 

  • Gray, J.A. (1970): The psychophysiological basis of introversion-extraversion, in: Behavior Research and Therapy, Vol. 8, No. 3, S. 249-266.

    Google Scholar 

  • Gray, J.A. (1981): A critique of Eysenck’s theory of personality, in: Eysenck, H.J. (Hrsg.): A Model for Personality, Berlin, S. 246-276.

    Google Scholar 

  • Green, P.E./Krieger, A.M./Agrawal, M.K. (1993): A cross validation test of four models for quantifiying multiattribute preferences, in: Marketing Letters, Vol. 4, No. 4, S. 369-380.

    Google Scholar 

  • Heidbrink, M. (2006): Reliabilität und Validität von Verfahren der Präferenzmessung − Ein meta-analytischer Vergleich verschiedener Verfahren der Conjoint-Analyse, Dissertation, Westfälische Wilhelms-Universität Münster.

    Google Scholar 

  • Heinemann, G. (2018): Die Neuausrichtung des App- und Smartphone-Shopping, Wiesbaden.

    Google Scholar 

  • Herzberg, P.Y./Roth, M. (2014): Persönlichkeitspsychologie, Wiesbaden.

    Google Scholar 

  • Hong, J.W./Zinkhan, G.M. (1995): Self-concept and advertising effectiveness − The influence of congruency, conspicuousness, and response mode, in: Psychology & Marketing, Vol. 12, No. 1, S. 53-77.

    Google Scholar 

  • Hosany, S./Martin, D. (2012): Self-image congruence in consumer behavior, in: Journal of Business Research, Vol. 65, No. 5, S. 685-691.

    Google Scholar 

  • John, O.P./Srivastava, S. (1999): The big five trait taxonomy − History, measurement, and theoretical perspectives, in: Pervin, L.A./John, O.P. (Hrsg.): Handbook of personality − Theory and research, New York, S. 102-138.

    Google Scholar 

  • Kaltenborn, T./Fiedler, H./Landwehr, R./Melles, T. (2013): Conjoint-Analyse, Augsburg/München.

    Google Scholar 

  • Kaplan, H.S./Gangestad, S.W. (2005): Life history theory and evolutionary psychology, in: Buss, D.M. (Hrsg.): The handbook of evolutionary psychology, Hoboken, S. 68-95.

    Google Scholar 

  • Karsvall, A. (2002): Personality preferences in graphical interface design, in: Proceedings of the 2nd Nordic conference on Human-computer interaction, Aarhus, S. 217-218.

    Google Scholar 

  • Kassarjian, H.H. (1971): Personality and consumer behavior − A review, in: Journal of Marketing Research, Vol. 8, No. 4, S. 409-418.

    Google Scholar 

  • Kosinski, M./Bachrach, Y./Kohli, P./Stillwell, D./Graepel, T. (2014): Manifestations of user personality in website choice and behaviour on online social networks, in: Machine Learning, Vol. 95, No. 3, S. 357-380.

    Google Scholar 

  • Kressmann, F./Sirgy, M.J./Herrmann, A./Huber, F./Huber, S./Lee, D.J. (2006): Direct and indirect effects of self-image congruence on brand loyalty, in: Journal of Business Research, Vol. 59, No. 9, S. 955-964.

    Google Scholar 

  • Kwak, D.H./Kang, J.-H. (2009): Symbolic purchase in sport − The roles of self-image congruence and perceived quality, in: Management Decision, Vol. 47, No. 1, S. 85-99.

    Google Scholar 

  • Kwon, K./Kim, C. (2012): How to design personalization in a context of customer retention − Who personalizes what and to what extent?, in: Electronic Commerce Research and Applications, Vol. 11, No. 2, S. 101-116.

    Google Scholar 

  • Lenk, P.J./DeSarbo, W.S./Green, P.E./Young, M.R. (1996): Hierarchical Bayes conjoint analysis − Recovery of partworth heterogeneity from reduced experimental design, in: Marketing Science, Vol. 15, No. 2, S. 173-191.

    Google Scholar 

  • Lucas, R.E./Donnellan, M.B. (2011): Personality development across the life span − Longitudinal analyses with a national sample from Germany, in: Journal of Personality and Social Psychology, Vol. 101, No. 4, S. 847- 861.

    Google Scholar 

  • Mairesse, F./Walker, M.A. (2010): Towards personality-based user adaptation − Psychologically informed stylistic language generation, in: User Modeling and User-Adapted Interaction, Vol. 20, No. 3, S. 227-278.

    Google Scholar 

  • Mann, A. (2004): Dialogmarketing − Konzeption und empirische Befunde, Wiesbaden.

    Google Scholar 

  • Matz, S.C./Kosinski, M./Nave, G./Stillwell, D.J (2017): Psychological targeting as an effective approach to digital mass persuasion, in: Proceedings of the National Academy of Science of the United States of America (PNAS), Vol. 114, No. 48, S. 12714-12719.

    Google Scholar 

  • Matz, S.C./Netzer, O. (2017): Using big data as a window into consumers psychology, in: Current Opinion in Behavioral Sciences, Vol. 18, S. 7-12.

    Google Scholar 

  • McCrae, R.R./Costa Jr., P.T. (2004): A contemplated revision of the NEO five-factor inventory, in: Personality and Individual Differences, Vol. 36, No. 2, S. 587-596.

    Google Scholar 

  • Miceli, G./Ricotta, F./Costabile, M. (2007): Customizing customization − A conceptual framework for interactive personalization, in: Journal of Interactive Marketing, Vol. 21, No. 2, S. 6-25.

    Google Scholar 

  • Mittal, B./Lassar, W.M. (1996): The role of personalization in service encounters, in: Journal of Retailing, Vol. 72, No. 1, S. 95-109.

    Google Scholar 

  • Montgomery, A.L./Smith, M.D. (2009): Prospects for personalization on the internet, in: Journal of Interactive Marketing, Vol. 23, No. 2, S. 130-137.

    Google Scholar 

  • Moore, W.L. (2004): A cross-validity comparison of rating-based and choice-based conjoint analysis models, in: International Journal of Research in Marketing, Vol. 21, No. 3, S. 299-312.

    Google Scholar 

  • Nass, C./Lee, K.M. (2001): Does computer-synthesized speech manifest personality? − Experimental tests of recognition, similarity-attraction, and consistency-attraction, in: Journal of Experimental Psychology − Applied, Vol. 7, No. 3, S. 171-181.

    Google Scholar 

  • Nettle, D. (2006): The evolution of personality variation in humans and other animals, in: American Psychologist, Vol. 61, No. 6, S. 622-631.

    Google Scholar 

  • Neyer, F.J./Asendorpf, J.B. (2018): Psychologie der Persönlichkeit, 6. Aufl., Berlin.

    Google Scholar 

  • Obschonka, M./Schmitt-Rodermund, E./Terracciano, A. (2014): Personality and the gender gap in self-employment − A multi-nation study, in: PLoS ONE, Vol. 9, No. 8, S. 1-11.

    Google Scholar 

  • Orme, B./Howell, J. (2009): Application of covariates within Sawtooth software’s CBC/HB program − Theory and practical example, in: Sawtooth Software Research Paper Series, Sequim.

    Google Scholar 

  • Ostendorf, F./Angleitner, A. (2004): NEO-Persönlichkeitsinventar (revidierte Form, NEO-PI-R) nach Costa und McCrae, Göttingen.

    Google Scholar 

  • Pelz, J.R. (2012): Aussagefähigkeit und Aussagewilligkeit von Probanden bei der Conjoint-Analyse, Wiesbaden.

    Google Scholar 

  • Rammstedt, B. (2007): The 10-item big five inventory norm values and investigation of sociodemographic effects based on a german population representative sample, in: European Journal of Psychological Assessment, Vol. 23, No. 3, S. 193-201.

    Google Scholar 

  • Rauthmann, J.F. (2017): Persönlichkeitspsychologie − Paradigmen – Strömungen – Theorien, Berlin.

    Google Scholar 

  • Saucier, G. (1994): Mini-markers − A brief version of Goldberg’s unipolar big-five markers, in: Journal of Personality Assessment, Vol. 63, No. 3, S. 506-516.

    Google Scholar 

  • Schmitz, C./Bartsch, S./Meyer, A. (2016): Mobile App usage and its implications for service management − Empirical findings from german public transport, in: Procedia - Social and Behavioral Sciences, Vol. 224, S. 230-237.

    Google Scholar 

  • Schupp, J./Gerlitz, J.-Y. (2014): Big five inventory-SOEP (BFI-S) − Zusammenstellung sozialwissenschaftlicher Items und Skalen, https://zis.gesis.org/skala/Schupp-Gerlitz-Big-Five-Inventory-SOEP-(BFI-S) (Zugriff am 28.08.2019).

  • Schwartz, H.A./Eichstaedt, J.C./Kern, M.L./Dziurzynski, L./Ramones, S.M./Agrawal, M./Shah, A./Kosinski, M./Stillwell, D./Seligman, M.E.P./Ungar, L.H. (2013): Personality, gender, and age in the language of social media − The open-vocabulary approach, in: PLoS One, Vol. 8, No. 9, S. 1-16.

    Google Scholar 

  • Segalin, C./Cheng, D.S./Cristani, M. (2017): Social profiling through image understanding − Personality inference using convolutional neural networks, in: Computer Vision and Image Understanding, Vol. 156, S. 34-50.

    Google Scholar 

  • Selka, S./Baier, D. (2014): Kommerzielle Anwendung auswahlbasierter Verfahren der Conjointanalyse − Eine empirische Untersuchung zur Validitätsentwicklung, in: Marketing - ZFP, 36. Jg., Nr. 1, S. 54-64.

    Google Scholar 

  • Settanni, M./Azucar, D./Marengo, D. (2018): Predicting individual characteristics from digital traces on social media − A meta-analysis, in: Cyberpsychology, Behavior, and Social Networking, Vol. 21, No. 4, S. 217-228.

    Google Scholar 

  • Sirgy, M.J. (1982): Self-concept and consumer behavior − A critical review, in: Journal of Consumer Research, Vol. 9, No. 3, S. 287-300.

    Google Scholar 

  • Sirgy, M.J. (1985): Using self-congruity and ideal congruity to predict purchase motivation, in: Journal of Business Research, Vol. 13, No. 3, S. 195-206.

    Google Scholar 

  • Sirgy, M.J. (1986): Self-congruity − Toward a theory of personality and cybernetics, New York.

    Google Scholar 

  • Suls, J./Martin, R./David, J.P. (1998): Person-environment fit and its limits − Agreeableness, neuroticism, and emotional reactivity to interpersonal conflicts, in: Personality and Social Psychology Bulletin, Vol. 24, No. 1, S. 88-98.

    Google Scholar 

  • Surprenant, C.F./Solomon, M.R. (1987): Predictability and personalization in the service encounter, in: Journal of Marketing, Vol. 51, No. 4, S. 86-96.

    Google Scholar 

  • Taylor, D.G./Levin, M. (2014): Predicting mobile app usage for purchasing and information-sharing, in: International Journal of Retail & Distribution Management, Vol. 42, No. 8, S. 759-774.

    Google Scholar 

  • Treiblmeier, H./Pullach, I. (2007): User’s perception of benefits and costs of personalization, in: Proceedings of the 28th International Conference on Information Systems (ICIS 2007), Montreal, Paper 141, S. 1-15.

    Google Scholar 

  • Versanen, J./Raulas, M. (2006): Building bridges for personalization − A process model for marketing, in: Journal of Interactive Marketing, Vol. 20, No. 1, S. 5-20.

    Google Scholar 

  • Wheeler, S.C./Petty, R.E./Bizer, G.Y. (2005): Self-schema matching and attitude change − Situational and dispositional determinants of message elaboration, in: Journal of Consumer Research, Vol. 31, No. 4, S. 787-797.

    Google Scholar 

  • Wind, J./Rangaswamy, A. (2001): Customization − The next revolution in mass customization, in: Journal of Interactive Marketing, Vol. 15, No. 1, S. 13-32.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Mainz, Deutschland

    Stefanie Arz

  2. Universität Kassel, Kassel, Deutschland

    Andreas Mann

Authors
  1. Stefanie Arz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Andreas Mann
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Andreas Mann .

Editor information

Editors and Affiliations

  1. Wirtschaftswissenschaftliche Fakultät, Universität Basel, Basel, Basel Stadt, Switzerland

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Baden-Württemberg, Germany

    Karsten Hadwich

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Arz, S., Mann, A. (2020). Persönlichkeitsbasierte Personalisierung von Service-Apps. In: Bruhn, M., Hadwich, K. (eds) Automatisierung und Personalisierung von Dienstleistungen. Forum Dienstleistungsmanagement. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-30166-8_11

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-30166-8_11

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-30165-1

  • Online ISBN: 978-3-658-30166-8

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation