Effect of Timing and Source of Online Product Recommendations: An Eye-Tracking Study

被引：1
|
作者：
Shi, Yani [1 ]
Zeng, Qing [2 ]
Nah, Fiona Fui-Hoon [2 ]
Tan, Chuan-Hoo [3 ]
Sia, Choon Ling [4 ]
Siau, Keng [2 ]
Yan, Jiaqi [5 ]
机构：
[1] Southeast Univ, Nanjing, Jiangsu, Peoples R China
[2] Missouri Univ Sci & Technol, Rolla, MO USA
[3] Natl Univ Singapore, Singapore, Singapore
[4] City Univ Hong Kong, Kowloon Tong, Hong Kong, Peoples R China
[5] Nanjing Univ, Nanjing, Jiangsu, Peoples R China
来源：
HCI IN BUSINESS, GOVERNMENT AND ORGANIZATIONS: SUPPORTING BUSINESS (HCIBGO 2017), PT II | 2017年 / 10294卷
关键词：
Online product recommendation; Eye tracking; Recommendation source; Recommendation timing; CONSUMER REVIEWS; ATTENTION; MOVEMENTS; CHOICE;
D O I：
10.1007/978-3-319-58484-3_8
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
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.
引用
收藏
页码：95 / 104
页数：10
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