Systematic investigation reveals how big data recommendation systems influence choice overload in consumers, suggesting enhanced experiences may complicate decision-making.
This paper delves into the intricate relationship between big data recommendation systems and choice overload in the realm of online shopping. Through a systematic investigation, we aim to unravel the extent to which these systems, designed to enhance user experience, inadvertently contribute to the phenomenon of overwhelming decision-making. Our research encompasses a comprehensive analysis of user behavior, surveys, and data mining techniques, yielding valuable insights into the implications of personalized recommendations on consumer psychology and decision-making processes.
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Lyu et al. (2025) studied this question.
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