What question did this study set out to answer?

To evaluate how different levels of recommendation personalization influence consumer perceptions of usefulness across distinct shopping contexts using resource matching theory.

January 2, 2022International Journal of Electronic Commerce

More Personalized, More Useful? Reinvestigating Recommendation Mechanisms in E-Commerce

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To evaluate how different levels of recommendation personalization influence consumer perceptions of usefulness across distinct shopping contexts using resource matching theory.
Applied experimental and configurational analysis approaches to examine user responses across three recommendation mechanisms: one-to-all (nonpersonalized), one-to-many (partially personalized), and one-to-one (highly personalized).
Evaluated interactions involving key resource matching dimensions: consumer familiarity, product complexity, and external information.
Highly personalized recommendations (one-to-one) were perceived as most useful primarily when recommending simple technology products to experienced customers.
Partially personalized recommendations (one-to-many) were rated as the most useful mechanism for complex technology products.
Maximum personalization did not consistently produce the highest perceived utility across all shopping conditions.

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Implication

Experimental analysis reveals varying consumer utility across recommendation personalization levels, suggesting highly tailored systems are not universally optimal.

Cite This Study

Nguyen et al. (2022) studied this question.

synapsesocial.com/papers/6a1f2be40a1e4e63fe915fc4 https://doi.org/10.1080/10864415.2021.2010006

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Implication

Experimental analysis reveals varying consumer utility across recommendation personalization levels, suggesting highly tailored systems are not universally optimal.

More Personalized, More Useful? Reinvestigating Recommendation Mechanisms in E-Commerce

Key Points

Discussion

Implication

Cite This Study

More Personalized, More Useful? Reinvestigating Recommendation Mechanisms in E-Commerce

Key Points

Discussion

Implication

Cite This Study