Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website

Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.

Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website

Hyun Ju Jeong

University of Kentucky

Mira Lee

Chung-Ang University

Introduction

Personalisation – defined as the process of using information about a consumer’s preferences to match offerings to that consumer (Murthi & Sarkar 2003) – is one characteristic of internet advertising (McMillan 2007). E-commerce websites, one of the various types of internet advertising (McMillan 2007), provide consumers with personalised product recommendations by employing recommendation systems (RS) – computerised recommendation agents incorporated into e-commerce websites to suggest products for consumers to buy based on their needs...

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