ABSTRACT
When the consumers are exposed to a certain extent of assortment and can use a personalized avatar, their interest is sustained and they thus continue analyzing the information presented. This chapter defines the concept of assortment as the total set of items offered by a retailer, reflecting both the breadth and depth of offered product lines. Grewal et al. recall that assortments are a strategic positioning tool to attract and retain core customers. Customerization is an advanced form of personalization that is carried out by the customer. Many studies have been carried out concerning interactivity and data processing, website customization, and avatars. However, to the best of the knowledge, little is known about the influence of the customization of information involving the use of a personalized avatar on online behavior and on perceptions of a website. The quality of online service delivery is a major component in the influence of consumers online behavior.
