报告题目 | A Preference Inconsistency Paradox Perspective of Online Product Recommendation | ||
报告人（单位） | 史雅妮 博士（City University of Hong Kong） | ||
点评人（单位） | 沙溪清（电子商务系） | 点评人（单位） | 张建军（电子商务系） |
时间地点 | |||
报告内容摘要 | Enduring calls for online retailers to equip shopping websites with product recommendation agent (RA), i.e., a shopping aided feature that offers product suggestions to consumers, and product review information, i.e., product review based on expert evaluations or/and customers’ consumption experience, have been lingering. Extant studies on product recommendation system and product review information provision, however, are treated as two separate topics despite the fact that shopping websites equipped with both features are widely prevalent. Building on the preference inconsistency paradox, which depicts paradoxical focuses of consumers at two different shopping decisional stages, this research proposes a principle governing the provision of product recommendations based on product review information. An experiment simulating online shopping was conducted to assess the proposition, i.e., the influence of two recommendation junctures (i.e., at the beginning of product search and after a choice is made but before confirmation) and two recommendation justifications (i.e., product reviews from consumers or experts) on online consumer decision-making performance. Results reveal that a product recommended early during product search is likely to be added into the consideration set and associated with lower decision difficulty than a delayed recommendation presented during product evaluation. Interestingly, compared to a product recommended based on consumer reviews, another product recommended based on expert reviews is more likely to be chosen and of higher decision satisfaction. | ||
Dr. Yani Shi received her Ph.D. degree in Information Systems from the Department of Information Systems at City University of Hong Kong (CityU). She holds a Bachelor’s degree in Information Management and Information Systems from Southeast University. She is now working as a Research Associate and Graduate Teaching Assistant in CityU. Dr. Shi’s research interests include Consumer-Based Information Technologies, Recommendation Agent, Electronic Healthcare, Organizational IT Adoption, and Business Analytics. Her work has been published on academic journals such as International Journal of Information Management, and international conferences on Information Systems such as ICIS, PACIS, AMCIS and HCII. She is also serving as an editorial assistant for Journal of Global Information Management, and a reviewer for several academic journals and international conferences. | |||
