The influence of knowledge-based e-commerce product recommender agents on online consumer decision-making

Date

2016-01-01

Author

Huseynov, Farid
Huseynov, Sema Yildiz
Özkan Yıldırım, Sevgi

Metadata

Show full item record

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Item Usage Stats

311
views

174
downloads

Online retailers are providing a large amount of products over the Internet for potential customers. Given the opportunity of accessing vast amounts of products online, customers usually encounter difficulties to choose the right product or service for themselves. Obtaining advice from the Internet is both time consuming and most of the time unreliable. Therefore, some kind of intelligent software is needed to act on behalf of customers in such situations. Recommender agents are intelligent software providing easily accessible, high-quality recommendations for online consumers. They either track online customer behaviour implicitly or obtain information from the customer explicitly and provide the products or services in which the customer might be interested. By utilizing such systems, online retailers not only increase their sales but also assist their customers in finding the products or services they seek. This study assessed the influence of knowledge-based recommender agents on the online-consumer decision-making process. Shopping duration, purchase of desired item, effort spent in searching for the desired product and the decision quality of online consumers were assessed by exposing the participants to a knowledge-based recommender system which has been integrated into one of the online shopping systems developed in the scope of this study. Only objective measures have been utilized in this research; that is, shopping system log data has been used to measure the influence of recommender agents on the consumer decision-making process. Study findings have shown that knowledge-based recommender agents improve the consumer decision-making process by reducing the shopping duration and effort spent in searching for suitable products. Also, it was found that decision quality and the number of consumers who purchase the desired item increase with their use of such systems. The results of this study provide additional proof of the potential benefits of integrating such systems into online web stores.

Subject Keywords

Recommender Systems, Recommender Agents, Consumer Decision Process

URI

https://hdl.handle.net/11511/30913

Journal

INFORMATION DEVELOPMENT

DOI

https://doi.org/10.1177/0266666914528929

Collections

Graduate School of Informatics, Article

Suggestions

OpenMETU
Core

The Influence of knowledge-based e-commerce product recommender agents on online-consumer decision making process Huseynov, Farid; Özkan Yıldırım, Sevgi; Department of Information Systems (2013) Online retailers are providing large amount of products over internet for potential customers. Given the opportunity of accessing vast amount of products online, customers usually encounter difficulties to choose the right product or service for themselves. Obtaining advice from internet is both time consuming and most of time not reliable. Therefore, intelligent software is needed to act on behalf of customer in such situations. Recommender systems (agents) are intelligent software providing easily accessi...
Determining online consumer typologies and their shopping behaviors in B2C e-commerce platforms Huseynov, Farid; Demirörs, Onur; Türetken, Oktay; Department of Information Systems (2016) Business-to-consumer (B2C) e-commerce is the service or product exchange from businesses to consumers over the Internet. B2C e-commerce enables customers to easily compare offered products and services, to find cheaper and better ones from many alternatives and to shop from any given store without physically visiting them. Despite those conveniences provided by B2C e-commerce, a large number of customers prefer to stay away from the idea of shopping over internet due to several factors. For better customer ...
Internet users' attitudes toward business-to-consumer online shopping: A survey Huseynov, Farid; Özkan Yıldırım, Sevgi (2016-06-01) Rapid growth of online shopping activities in recent years has required careful identifications of key factors influencing consumers' behaviors and attitudes toward online shopping. Identifying critical factors influencing online consumer behavior is very crucial for effective customer relationship management. It is very important that online sellers clearly understand critical factors influencing online customers' shopping intention and take necessary actions accordingly. If identified and managed properly...
The Impact of Online Reviews on the Information Flows and Outcomes of Marketing Systems Watson, Forrest (2021-10-01) Online reviews are changing the way that consumers shop and firms respond to consumer feedback. Viewed more broadly, online reviews are a type of information flow altering the functioning of marketing systems at the micro, meso, and macro levels. A systematic review of the past two decades of research shows great attention to the impact of online reviews on information flows, as well as the nuances of micro-and meso-level efficiency outcomes. However, there is scant consideration for the effectiveness relat...
Behavioral Issues in B2C E-commerce: The-state-of-the-art Huseynov, Farid; Özkan Yıldırım, Sevgi (2016-11-01) B2C e-commerce is one of the fastest growing industries worldwide. A lot of studies were carried out by both scholars and practitioners in order to assess online consumers' behavioral issues in B2C e-commerce platforms. This paper aims to organize and classify the accumulated literature on B2C e-commerce in order to determine less-researched areas and provide future research directions. For that purpose 208 peer-reviewed articles from 71 journals published between 2005 and 2014 were retrieved and analyzed. ...

Citation Formats

F. Huseynov, S. Y. Huseynov, and S. Özkan Yıldırım, “The influence of knowledge-based e-commerce product recommender agents on online consumer decision-making,” INFORMATION DEVELOPMENT, pp. 81–90, 2016, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/30913.