Personalization that uses information technology to tailor content and products/services to the preferences and tastes of individual customers has become a useful function for online marketing. Many techniques have been developed, and research on personalized services has increased substantially in recent years. The objective of the thesis research is to investigate the relationship building perspective in investigating the effectiveness of personalization, which treats intimate experience resulting from personalized response as an important factor to affect the outcomes of relationship marketing, including the willingness to self-disclosure, customer loyalty, and customer’s attitude towards the personalized recommendations. This study will conduct controlled laboratory experiments on personalization Website in which the personalization agent will appear socialness, use personalized interface to interact with users, and provide personalized recommendation to users. The results and findings will provide valuable information to practitioners and researchers.