Adaptive personalization systems are becoming common in online retail. These systems use dynamically generated data and advanced data analytic techniques to infer customer preferences and recommend products or services best suited to a customer’s tastes. However, the adaptive personalization system’s ability to continue delivering valuable personalized content relies heavily on return customers’ willingness to continue sharing their identity information. By applying identity theory and the action-cognitive processing-decision model, cognitive and behavioral processes are theorized whereby customers who willingly share identity information favorably assess the value of product or service recommendations provided by adaptive personalization systems relative to their self-identity needs. The effects of willingness to share identity information and perceived personalization value on repurchase intention are examined. The results empirically demonstrate that a willingness to share identity information increases repurchase intention; further, this relationship is partially mediated by the perceived value of adaptive personalization.

Organizations are using crowdsourcing systems to collect innovative ideas from their employees harnessing their insights of companies’ products, processes, customers, and competitors. While crowd workers in third-party crowdsourcing systems are a diverse and multifaceted population with a range of motives and experience, and yet few researchers have grappled with the facilitators of the employees’ behavior comprising the creative application of their knowledge using enterprise crowdsourcing systems (ECSs). This study develops a theoretical framework to identify ECS's role and to provide the way how ECSs are related to creative behavior via knowledge sharing. The results reveal that ECS increases knowledge sharing and fully or partially effective ECS use through knowledge sharing. This could make knowledge sharing a critical factor to facilitate employees’ creative work by way of an intermediary. The findings of this study can help organization refine their ECS and creative initiatives.