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...