![\"Recommender](\"https:\/\/blogs.hanken.fi\/cers\/wp-content\/uploads\/sites\/5\/2023\/02\/RS-pic-1.png\")
Recommender Systems make us discover more options <\/h3>\r\n\r\n\r\n\r\n
As one informant in my study said, even if I<\/em> <\/em>hav<\/em>e something specific in mind, I will still spend more time searching on things because more options are presented [on e-commerce websites].<\/em> More interestingly, options offered by RSs can be of better value compared to your initial consideration, as one of the informants explained: <\/p>\r\n\r\n\r\n\r\n RSs help me to have taste of new brands or new products that are on the market but haven\u2019t gotten to me.<\/em> <\/p><\/blockquote>\r\n\r\n\r\n\r\n Indeed, many informants reported that using RSs changes their perception about price, in the sense that cheap products do not always have inferior quality. <\/p>\r\n\r\n\r\n\r\n Moreover, RSs also helps in discovering complementary goods, especially when shopping for clothing online. As one female respondent said: <\/p>\r\n\r\n\r\n\r\n If I buy a bag, they will recommend the products that usually goes with it, e.g., shoes, trousers or a dress.<\/em> <\/p><\/blockquote>\r\n\r\n\r\n\r\n This ability of RSs is especially useful for those with limited product knowledge. <\/p>\r\n\r\n\r\n\r\n Although it seems logical that RSs will make us consider more options, RSs could actually shorten our consideration process because they give you all necessary information and enable you to filter information quickly. This was explained clearly by one informant: <\/p>\r\n\r\n\r\n\r\n Before, in case I want to buy something, I have to search for products on Google, search for similar things to it, compare the price and, read reviews here and there. But with RSs, I don\u2019t have to do the part of searching it. So, they just recommend me right away. I just need to go to the review pages saying, e.g. \u201cThis product is better than that product\u201d. So, it helps me save a lot of time in researching.<\/em> <\/p><\/blockquote>\r\n\r\n\r\n\r\n However, if you don\u2019t trust the systems, RSs will lengthen your consideration process because you need to double-check information provided by the system. <\/p>\r\n\r\n\r\n\r\n In the end, the effects RSs have on our decision making are relative. This became evident when I analysed the usefulness of RS systems, as the responses I received showed great variation. The most frequently cited reason for using the RS system is a lack of knowledge and experience with the product of interest. For example, one person with little knowledge of electronics, considered recommendations for electronics very useful when shopping online. <\/p>\r\n\r\n\r\n\r\n Secondly, it is mentioned that the use of RSs is helpful when shopping for special events, such as Valentine’s Day. In my cases, I usually type \u201cValentine\u2019s Day presents for family\u201d in the search bar and go with the recommendations. Additionally, some participants in my study stated that they find the use of RSs most helpful when they can’t recall product names. What an insightful response, don’t you think? Last but not least, RSs could become useful when you don\u2019t know what to buy. Even though this may sound ridiculous, next time when you have free time, try to check out random recommendations on your favourite e-commerce website. You never know what you might discover. <\/p>\r\n\r\n\r\n\r\n Read more about the study here<\/a>.<\/p>\r\n\r\n\r\n\r\n Phuong is a first year PhD Student with her area of expertise in recommender systems as service technology and consumer behaviours. She is intrigued by research topics such as service innovation, consumer behaviours, strategic marketing and Artificial Intelligence. At the moment, she’s conducting research on AI-human collaborations. <\/p>\r\n","protected":false},"excerpt":{"rendered":" Have you ever wondered if your considerations during online shopping were really selected by yourself? Prior to my recent studies I was certain that I only bought what I needed. Now I reckon that decisions during online shopping are more or less influenced by recommender systems (RSs). In this blog, I will present my findings …<\/a><\/p>\n","protected":false},"author":12,"featured_media":1046,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[123,125,124],"class_list":["post-814","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-artificial-intelligence","tag-consumer-decision-making","tag-recommender-systems"],"_links":{"self":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/814","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/comments?post=814"}],"version-history":[{"count":6,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/814\/revisions"}],"predecessor-version":[{"id":824,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/posts\/814\/revisions\/824"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/media\/1046"}],"wp:attachment":[{"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/media?parent=814"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/categories?post=814"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.hanken.fi\/cers\/wp-json\/wp\/v2\/tags?post=814"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Recommender Systems make us consider more options\u2026, don\u2019t they? <\/h3>\r\n\r\n\r\n\r\n
When is the use of Recommender Systems most useful? <\/h3>\r\n\r\n\r\n\r\n
\r\n\r\n\r\n\r\n Phuong Nguyen <\/a><\/h4>\r\n\r\n\r\n\r\n