Persuasiveness of Online Recommendations: A Comparison Study
نویسندگان
چکیده
As more and more online stores are providing customers with overwhelming information while the companies still faces the problem of turning browsers into actual buyers, the online recommender systems have been adopted to facilitate product search and personalized recommendations. The study will compare the persuasiveness of two different online recommender systems and the influence of product involvement using Reardon’s persuasion theory. The result will provide important insight for online store designers and e-commerce participants to improve their products target and advertisement efficiency and effectiveness.
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