A Cross-Cultural User Evaluation of Product Recommender Interfaces

We present a cross-cultural user evaluation of an organization-based product recommender interface, by comparing it with the traditional list view. The results show that it performed significantly better, for all study participants, in improving on their competence perceptions, including perceived recommendation quality, perceived ease of use and perceived usefulness, and positively impacting users' behavioral intentions such as intention to save effort in the next visit. Additionally, oriental users were observed reacting more significantly strongly to the organization interface regarding some subjective aspects, compared to western subjects. Through this user study, we also identified the dominating role of the recommender system's decision-aiding competence in stimulating both oriental and western users' return intention to an e-commerce website where the system is applied.

Published in:
Recsys'08: Proceedings Of The 2008 Acm Conference On Recommender Systems, 75-82
Presented at:
ACM Conference on Recommender Systems, Lausanne, SWITZERLAND, Oct 23-25, 2008
Acm Order Department, P O Box 64145, Baltimore, Md 21264 Usa

 Record created 2010-11-30, last modified 2018-03-17

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