Use of the meta-design approach to facilitate web personalization is proposed, so as to enhance website creativity under the paradigm of Web 2.0. Then, a study is reported that investigates the influence of user-driven personalization on website creativity and on web user behavior. Results showed that a web service that supports creative personalization features by way of the meta-design approach can significantly enhance user-perceived creativity of the site and thus trigger more of the user's intention of adoption/use. Additionally, perceived attractiveness (PA) is found to be a significant predictor of web user behavior. The provision of user-driven personalization facilitated by the meta-design approach opens another source for website creativity, and the endeavor of engaging customers in the co-creation process would foster consumer acceptance of the web service.
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