Effect of Product Type and Recommendation Approach on Consumers’ Intention to Purchase Recommended Products

Yi-Cheng Ku, Chih-Hung Chan, Chin-Sheng Yang

2013

Abstract

Many e-stores offer product recommendation service to increase sales and customers’ satisfaction. However, the performance of recommendation system will be influenced by the consumers’ judgments on recommended products. The purpose of this study is to investigate the effect of product type and recommendation approach on consumers’ intention to purchase recommended products. A laboratory experiment was conducted to collect empirical data and ANCOVA was adopted to test the research hypotheses. We found that there are significant interaction effects between recommendation approach and recommended product type on consumers’ willingness to buy the recommended products and their disconfirmation of the recommended products, while the consumers’ self-monitoring degree was a covariate variable. Before experiencing the products, consumers’ willingness to buy search goods recommended by the top-N approach is significantly higher than those recommended by the collaborative-filtering recommendation approach. On the other hand, after experiencing the products, consumers’ disconfirmation of the experience goods recommended by the top-N approach is also significantly higher than those recommended by the collaborative-filtering recommendation approach. Besides, among the products recommended by the top-N approach, the disconfirmation of experience goods is significantly higher than that of search goods. The results of this study provide valuable implications for researchers and practitioners.

Paper Citation

in Harvard Style

Ku Y., Chan C. and Yang C. (2013). Effect of Product Type and Recommendation Approach on Consumers’ Intention to Purchase Recommended Products . In Proceedings of the 15th International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-989-8565-60-0, pages 475-480. DOI: 10.5220/0004442804750480

in Bibtex Style

@conference{iceis13,
author={Yi-Cheng Ku and Chih-Hung Chan and Chin-Sheng Yang},
title={Effect of Product Type and Recommendation Approach on Consumers’ Intention to Purchase Recommended Products},
booktitle={Proceedings of the 15th International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2013},
pages={475-480},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004442804750480},
isbn={978-989-8565-60-0},
}

in EndNote Style

TY - CONF
JO - Proceedings of the 15th International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - Effect of Product Type and Recommendation Approach on Consumers’ Intention to Purchase Recommended Products
SN - 978-989-8565-60-0
AU - Ku Y.
AU - Chan C.
AU - Yang C.
PY - 2013
SP - 475
EP - 480
DO - 10.5220/0004442804750480