Consumer Decision Making in Knowledge-Based Recommendation

  • Authors:
  • Monika Mandl;Alexander Felfernig;Monika Schubert

  • Affiliations:
  • Applied Software Engineering, Graz University of Technology, Graz, Austria A-8010;Applied Software Engineering, Graz University of Technology, Graz, Austria A-8010;Applied Software Engineering, Graz University of Technology, Graz, Austria A-8010

  • Venue:
  • AMT '09 Proceedings of the 5th International Conference on Active Media Technology
  • Year:
  • 2009

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Abstract

In contrast to customers of bricks and mortar stores, users of online selling environments are not supported by human sales experts. In such situations recommender applications help to identify the products and/or services that fit the user's wishes and needs. In order to successfully apply recommendation technologies we have to develop an in-depth understanding of decision strategies of users. These decision strategies are explained in different models of human decision making. In this paper we provide an overview of selected models and discuss their importance for recommender system development. Furthermore, we provide an outlook on future research issues.