Quotation Schuhbeck, Veronika, Siegfried, Nils, Dorner, Verena, Benlian, Alexander, Scholz, Michael, Schryen, Guido. 2019. Walking the Middle Path: How Medium Trade-off Exposure leads to higher Consumer Satisfaction in Recommender Agents. In Proceedings of 14th International Conference on Wirtschaftsinformatik, Hrsg. Thomas Ludwig, Volkmar Pipek, 1190-1204. Siegen, Germany: None.


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Abstract

Recommender Agents (RAs) facilitate consumers’ online purchase decisions for complex, multi-attribute products. As not all combinations of attribute levels can be obtained, users are forced into trade-offs. The exposure of trade-offs in a RA has been found to affect consumers’ perceptions. However, little is known about how different preference elicitation methods in RAs affect consumers by varying degrees of trade-off exposure. We propose a research model that investigates how different levels of trade-off exposure cognitively and affectively influence consumers’ satisfaction with RAs. We operationalize these levels in three different RA types and test our hypotheses in a laboratoryexperiment with 116 participants. Our results indicate that with increasing trade-off exposure, perceived enjoyment and perceived control follow an inverted U-shaped relationship. Hence, RAs using preference elicitation methods with medium trade-off exposure yield highest consumer satisfaction. This contributesto the understanding of trade-offs in RAs and provides valuable implications to e-commerce practitioners.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title Walking the Middle Path: How Medium Trade-off Exposure leads to higher Consumer Satisfaction in Recommender Agents
Title of whole publication Proceedings of 14th International Conference on Wirtschaftsinformatik
Editor Thomas Ludwig, Volkmar Pipek
Page from 1190
Page to 1204
Location Siegen, Germany
Year 2019
ISBN 978-3-96182-063-4
Open Access N

Associations

People
Dorner, Verena (Details)
External
Benlian, Alexander (Darmstadt University of Technology, Germany)
Scholz, Michael (University of Passau, Germany)
Schryen, Guido (Paderborn University, Germany)
Schuhbeck, Veronika (University of Passau, Germany)
Siegfried, Nils (Darmstadt University of Technology, Germany)
Organization
Institute for Digital Ecosystems IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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