Title

Assessing the Impact of Recommendation Agents on On-line Consumer Unplanned Purchase Behavior

Publication Type

Journal Article

Publication Date

2011

Abstract

Recommendation agents (RAs) have been used by many Internet businesses such as Amazon and Netflix. However, few authors have studied how consumer behavior is affected by those that make suggestions to online consumers based on their recent shopping behavior. Fewer still have examined the role that RAs play in influencing impulse purchasing decisions online. Our study developed a theoretical model to illustrate the impact of RAs on online consumer behavior. The model was tested through an online shopping simulation which used a collaborative filtering based product RA. Particular attention was paid to the effects of an RA on consumer behavior; we found that it increased promotion and product search effectiveness, user satisfaction with the website, and unplanned purchases. Results showed that our model provided insights into the impact of an RA on online consumer behavior and thus provided suggestions for implementing effective systems.

Keywords

Recommendation agent, Consumer purchase, Unplanned purchase, Online consumer behavior, E-commerce, Website user satisfaction

Discipline

Computer Sciences | Management Information Systems

Research Areas

Information Systems and Management

Publication

Information & Management

Volume

48

Issue

8

First Page

336

Last Page

343

ISSN

0378-7206

Identifier

10.1016/j.im.2011.08.002

Publisher

Elsevier

Additional URL

http://dx.doi.org/10.1016/j.im.2011.08.002