Issue: 2024/Vol.34/No.4, Pages 211-229
MULTI-VARIANT E-COMMERCE USER INTERFACES FOR BUSINESS SUSTAINABILITY
Adam Wasilewski
, Anna Zgrzywa-Ziemak
Cite as: A. Wasilewski, A. Zgrzywa-Ziemak. Multi-variant e-commerce user interfaces for business sustainability. Operations Research and Decisions 2024: 34(4), 211-229. DOI 10.37190/ord240412
Abstract
Consumers and their consumption-patterns play an important role in efforts to make businesses and industries more sustainable. Although, theoretical basis for business to engage customers in more sustainable consumption is still under development, data-driven personalizing in e-commerce is emerging as a potential means of supporting company’s efforts. However, such analyses are lacking in the literature. The purpose of the article is to adapt the general framework that enables the delivery of multi-variant e-commerce user interfaces to shape customer engagement for sustainability. The framework has been adapted so that it can be used to shape customer engagement for sustainability, using concepts of customer engagement and business sustainability embedded in stakeholder theory. The paper has a practical contribution (empirical verification of the effectiveness of the concept) and a consequent theoretical contribution (development of a sustainability-oriented version of the framework).
Keywords: business sustainability, e-commerce, personalization, user interface, customer engagement
Received: 26 March 2024 Accepted: 26 September 2024
Published online: 19 December 2024