Physical Sciences and Mathematics Commons^™

Assessing The Impact Of Recommendation Agents On On-Line Consumer Unplanned Purchase Behavior, R. Eric Hostler, Victoria Y. Yoon, Zhiling Guo, Tor Guimaraes, Guisseppi Forgionne

Research Collection School Of Computing and Information Systems

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; …