Effect of Timing and Source of Online Product Recommendations: An Eye-Tracking Study

Yani Shi; Qing Zeng; Fiona Fui-Hoon Nah; Chuan-Hoo Tan; Choon Ling Sia; Keng Siau; Jiaqi Yan

doi:10.1007/978-3-319-58484-3_8

Effect of Timing and Source of Online Product Recommendations: An Eye-Tracking Study

Yani Shi
, Qing Zeng
, Fiona Fui-Hoon Nah
, Chuan-Hoo Tan
, Choon Ling Sia
, Keng Siau
, Jiaqi Yan

Missouri University of Science and Technology

Missouri University of Science and Technology

Research output: Contribution to journal › Article › peer-review

Abstract

Online retail business has become an emerging market for almost all business owners. Online recommender systems provide better service to consumers during their decision making processes. In this study, a controlled lab experiment was conducted to assess the effect of recommendation timing (early, mid, and late) and recommendation source (expert reviews vs. consumer reviews) on online consumers' interest and attention. Eye-tracking data was extracted from the experiment and analyzed. The results suggest that consumers show more interest in recommendation based on consumer reviews than expert reviews. Earlier recommendations do not receive greater attention than later recommendations.

Original language	American English
Journal	Lecture Notes in Computer Science
Volume	10294
DOIs	https://doi.org/10.1007/978-3-319-58484-3_8
State	Published - Jul 1 2017

Keywords

Decision making process
Emerging markets
Eye tracking
Eye-tracking
Eye-tracking studies
Logic programming
Online product recommendations
Online recommender systems
Online systems
Recommendation source
Recommendation timing
Timing circuits

Disciplines

Business

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https://doi.org/10.1007/978-3-319-58484-3_8

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title = "Effect of Timing and Source of Online Product Recommendations: An Eye-Tracking Study",

abstract = " Online retail business has become an emerging market for almost all business owners. Online recommender systems provide better service to consumers during their decision making processes. In this study, a controlled lab experiment was conducted to assess the effect of recommendation timing (early, mid, and late) and recommendation source (expert reviews vs. consumer reviews) on online consumers' interest and attention. Eye-tracking data was extracted from the experiment and analyzed. The results suggest that consumers show more interest in recommendation based on consumer reviews than expert reviews. Earlier recommendations do not receive greater attention than later recommendations.",

keywords = "Decision making process, Emerging markets, Eye tracking, Eye-tracking, Eye-tracking studies, Logic programming, Online product recommendations, Online recommender systems, Online systems, Recommendation source, Recommendation timing, Timing circuits",

author = "Yani Shi and Qing Zeng and Nah, \{Fiona Fui-Hoon\} and Chuan-Hoo Tan and Sia, \{Choon Ling\} and Keng Siau and Jiaqi Yan",

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doi = "10.1007/978-3-319-58484-3\_8",

language = "American English",

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AU - Shi, Yani

AU - Zeng, Qing

AU - Nah, Fiona Fui-Hoon

AU - Tan, Chuan-Hoo

AU - Sia, Choon Ling

AU - Siau, Keng

AU - Yan, Jiaqi

PY - 2017/7/1

Y1 - 2017/7/1

N2 - Online retail business has become an emerging market for almost all business owners. Online recommender systems provide better service to consumers during their decision making processes. In this study, a controlled lab experiment was conducted to assess the effect of recommendation timing (early, mid, and late) and recommendation source (expert reviews vs. consumer reviews) on online consumers' interest and attention. Eye-tracking data was extracted from the experiment and analyzed. The results suggest that consumers show more interest in recommendation based on consumer reviews than expert reviews. Earlier recommendations do not receive greater attention than later recommendations.

AB - Online retail business has become an emerging market for almost all business owners. Online recommender systems provide better service to consumers during their decision making processes. In this study, a controlled lab experiment was conducted to assess the effect of recommendation timing (early, mid, and late) and recommendation source (expert reviews vs. consumer reviews) on online consumers' interest and attention. Eye-tracking data was extracted from the experiment and analyzed. The results suggest that consumers show more interest in recommendation based on consumer reviews than expert reviews. Earlier recommendations do not receive greater attention than later recommendations.

KW - Decision making process

KW - Emerging markets

KW - Eye tracking

KW - Eye-tracking

KW - Eye-tracking studies

KW - Logic programming

KW - Online product recommendations

KW - Online recommender systems

KW - Online systems

KW - Recommendation source

KW - Recommendation timing

KW - Timing circuits

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U2 - 10.1007/978-3-319-58484-3_8

DO - 10.1007/978-3-319-58484-3_8

M3 - Article

VL - 10294

JO - Lecture Notes in Computer Science

JF - Lecture Notes in Computer Science

ER -

Effect of Timing and Source of Online Product Recommendations: An Eye-Tracking Study

Abstract

Keywords

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