Assessing the impact of recommender agents on on-line consumer unplanned purchase behavior

Authors:
R. Eric Hostler;Victoria Y. Yoon;Zhiling Guo;Tor Guimaraes;Guisseppi Forgionne
Affiliations:
York College of Pennsylvania, York, PA 17403, United States;Department of Information Systems, Virginia Commonwealth University, United States;Department of Information Systems, City University of Hong Kong, Hong Kong;Department of Decision Sciences, Tennessee Tech University, United States;Department of Information Systems, University of Maryland Baltimore County, United States
Venue:
Information and Management
Year:
2011

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Abstract

Recommendation agents (RAs) have been used by many Internet businesses such as Amazon and Netflix. However, few authors have studied how consumer behavior is affected by those that make suggestions to online consumers based on their recent shopping behavior. Fewer still have examined the role that RAs play in influencing impulse purchasing decisions online. Our study developed a theoretical model to illustrate the impact of RAs on online consumer behavior. The model was tested through an online shopping simulation which used a collaborative filtering based product RA. Particular attention was paid to the effects of an RA on consumer behavior; we found that it increased promotion and product search effectiveness, user satisfaction with the website, and unplanned purchases. Results showed that our model provided insights into the impact of an RA on online consumer behavior and thus provided suggestions for implementing effective systems.