Human Factors in End-user Development of Marketing-IS: A Behavioral User Profiling Approach

Marketing-IS research has recently focused on the development of personalization systems that are based on the modeling of consumer behavior and consumer heterogeneity regarding their distinct needs and preferences. However, personalization approaches in the design and development stage of Marketing-IS have not been widely studied in the End-User Development (EUD) research area. The lack of such research studies results in the development of Marketing-IS tools that neglect the differences in the end-user behavior, and artifacts of low performance and reusability. Attempting to figure out how end-users can participate in the design and construction of Marketing-IS in an efficient way, research suggests the ‘construction’ of end- users behavioral profiles based on human factors. Recent evidence reveal that human factors such as gender and expertise level can influence and even determine the end-users’, behavior, and consequently performance, while end-users interact with EUD environments. This paper presents a methodological approach in which we identify different behavioral user-profiles, named ‘user-categories’ based on behavioural attributes derived by the human factors of gender and expertise level. The resulting user- categories can be applied in the modeling mechanism of adaptive EUD system environments. Such an approach is projected to implicitly assist the end-users in the enhancement of their performance during the development task of Marketing-IS