The rapid increase of available products and information on the Internet has created new problems for consumers. In stead of not having adequate alternatives, consumers have to spend a lot of effort in filtering and processing information. Overcoming information overload becomes a key issue for information search. As a result, information filtering and product recommendation become increasingly popular among on-line stores. These e-stores can collect user preference and use the information for product recommendation and personalized services.
The purpose of recommendation systems is to increase consumers¡¦ purchase intentions, which may be affected by many factors. The objective of this study is to investigate factors that may affect the purchase intention of consumers. More specifically, the research adopts two theories, the elaboration likelihood model and the social influence theory, to build a research framework. We assume that the recommendation message affect consumer attitudes and intention through information and social influences. A laboratory experiment was conducted that use books and movies as two products to test the theory. The results indicate that purchase intention was affected by the attitude toward the recommended product and informational influence. The attitude toward the recommended product, informational influence, and normative social influence were affected by the type of the products and web comments on the product. Different recommendation approaches also affected consumers¡¦ perception of informational influence.
The contribution of the research is two folds. First, we develop a theory that can be used to interpret the effect of different factors in the recommendation process. Second, the results have explored much insight into how product recommendation affects consumer attitude and purchase intention and can also be used in designing recommendation systems.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728105-230038 |
| Date | 28 July 2005 |
| Creators | Ku, Yi-Cheng |
| Contributors | none, Chin-Fu Ho, none, Ting-Peng Liang, none, Chih Ping Wei |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728105-230038 |
| Rights | campus_withheld, Copyright information available at source archive |
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