A Framework for Personalized Service Website based on TAM

Web personalization is increasingly becoming important service for Web users. Based on some literature review, we describe a general personalized Web service process, and classify them by the way of initiative side. In those personalization researches, some authors focus on users' interactive profile in terms of client-side, others address server-side process, and still others pay their attentions to users' experience with the Web service or Internet. In this paper, we focus on users' attitude towards using personalized Web service in terms of ease of use and usefulness, which is the essential idea to design personalized Web site. Then the technology acceptance model (TAM) is introduced to design personalized service Web site, and three basic factors are proposed: visual, structure, function. We suggest these three factors are the basic designing elements, and impact on the perceived ease of use and usefulness, then have influence on users' attitude toward using the personalized Web site. This research aims to give a general designing framework for Web developer, designer, producer, in order to build a clean, comfortable personalized Web site, to provide more ease of use, useful service