报告题目
A Stream of Research on the Design and Adoption of Online Product Recommendation Agent
报告人（单位）
David Xu
City University of Hong Kong主持人（单位）
李四杰（东南大学）
薛巍立（东南大学）
时间地点
时间：2020年 8月 21 日（周五 ） 下午14点
腾讯会议ID：589961549（密码：082114）
报告内容摘要
The large variety and quantity of products available on the Internet have given rise to the need for product recommendation agents (RAs) that assist consumers in choosing the “right” products. RAs provide assistance by eliciting the purchasing needs of consumers and then making product recommendations that satisfy these preferences. As e-business matures, the effectiveness enabled by RAs is recognized as a key success factor for organizations confronted with growing competitive pressures. We investigate a novel design for an RA interface that enables it to interactively demonstrate trade-offs among product attribute values (i.e., trade-off transparency feature) to improve consumers’ perceived product understanding and perceived enjoyment. We examine how different types of recommendation improvement functionality help to build a more comprehensive understanding of a user’s product preferences and requirements, and adapt product recommendations to the particular user’s needs. We also demonstrate that the convergence of recommendations from RAs and experts’ recommendations operate in a complementary fashion to influence customers’ acceptance of product recommendations in the e-commerce context. Finally, we extend the extant research on neutral RAs to those that lack recommendation neutrality and are biased toward sponsors, and find that user trust in a biased RA increases only when explanations for organic recommendations and sponsorship disclosure are both provided.
报告人简介：David Xu is an associate professor in the Department of Information Systems at the City University of Hong Kong. Before joining City U, he was the associate professor of MIS and Bomhoff Endowed Professor of Business at Wichita State University. His research interests include human- computer interaction, social media, e-commerce, technology adoption, virtual reality, and artificial intelligence. He has papers published in MIS Quarterly, Information Systems Research, Management Science, INFORMS Journal on Computing, Journal of Management Information Systems, among others. He is serving as an associate editor for Information Systems Research and Information Systems Journal.
