| Summary: | 碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === This study investigates the impact popular recommenders such as collaborative-filtering and content-based systems have on user satisfaction and willingness to purchase. Two consumer characteristics, product awareness and recommendation susceptibility, were integrated in this study to form a theoretical model that explains how different consumer characteristics moderate the impacts of recommenders. An experiment was conducted to test the model. Participants were grouped according to their characteristics and were asked to make a purchase at a simulated online retailer. After the experiment, participants were asked to complete a survey to report their satisfactory and willingness to purchase levels. Results indicate that the presence of recommenders increased user satisfaction and willingness to purchase. In addition, consumers that were more aware of hit products preferred collaborative-filtering, whereas ones that were more aware of niche products liked content-based systems more. Finally, recommendation susceptibility was found to have major influence on user satisfaction and willingness to purchase. Our findings have major implications for online retailers and for the ongoing research on the impacts of recommendation systems.
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