Effect of timing and source of online product recommendations: An eye-tracking study

Author

Yan SHI
Qing ZENG
Fiona Fui-hoon NAH, Singapore Management UniversityFollow
Chuan-Hoo TAN
Choon Ling SIA
Keng SIAU
Jiaqi YAN

Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

7-2017

Abstract

Online retail business has become an emerging market for almost all business owners. Online recommender systems provide better service to consumers during their decision making processes. In this study, a controlled lab experiment was conducted to assess the effect of recommendation timing (early, mid, and late) and recommendation source (expert reviews vs. consumer reviews) on online consumers’ interest and attention. Eye-tracking data was extracted from the experiment and analyzed. The results suggest that consumers show more interest in recommendation based on consumer reviews than expert reviews. Earlier recommendations do not receive greater attention than later recommendations.

Keywords

Online product recommendation, Eye tracking, Recommendation source, Recommendation timing

Discipline

Databases and Information Systems | E-Commerce | Graphics and Human Computer Interfaces

Publication

HCI in Business, Government and Organizations, Supporting Business: 4th International Conference, HCIBGO 2017, Vancouver, Canada, July 9-14, Proceedings, Part II

Volume

10924

First Page

95

Last Page

104

ISBN

9783319584843

Identifier

10.1007/978-3-319-58484-3_8

Publisher

Springer

City or Country

Cham

Citation

SHI, Yan; ZENG, Qing; NAH, Fiona Fui-hoon; TAN, Chuan-Hoo; SIA, Choon Ling; SIAU, Keng; and YAN, Jiaqi. Effect of timing and source of online product recommendations: An eye-tracking study. (2017). HCI in Business, Government and Organizations, Supporting Business: 4th International Conference, HCIBGO 2017, Vancouver, Canada, July 9-14, Proceedings, Part II. 10924, 95-104.
Available at: https://ink.library.smu.edu.sg/sis_research/9981

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://doi.org/10.1007/978-3-319-58484-3_8