---

Revision with unchanged content. An organization is often required to implement some form of Personalization as part of its Customer Relationship Management efforts in order to gain a competitive advantage within its industry. This goal is often accomplished by developing a method to organize and analyze consumer demographic and psychographic data, in an effort to discover trends in the purchasing behaviors of specific customer segments. Therefore, the primary purpose of this research study was to utilize an Internet Consumer Purchasing Behavior survey to determine if a universal set of business rules could be established and addressed four questions, including: (a) How can the Resource Theory be used to effectively describe the various resource categories in the Internet Environment: (b) How can the Resource Theory effectively be used to predict consumer exchange behavior in the Internet Environment: (c) What effect does including an additional resource have on the likelihood of a consumer exchanging various resources in the Internet environment for money: (d) How can the six categories of the Resource Theory be used as an effective foundation for creating the decision support entity of a Content Personalization Marketing Application? This book is addressed towards Organizations with e-Commerce initiatives, Internet-based Marketers, Customer Relationship Management System Devlopers, and Social Psycologists.

---

Assoc. Prof. at Northcentral Univ. School of Business and Technology Management: Studies include a Ph.D. in Electronic Commerce, an MBA in Management Information Systems at Northcentral Univ. and a B.S. in Advertising and Marketing at the Univ. of Florida.

---