| Summary: | 碩士 === 國立屏東科技大學 === 企業管理系所 === 101 === In the era of e-commerce, the recommendation agents are widely used by firms to deduce the consumer preferences for products and make personalized recommendations accordingly. Previous research on personalized recommendation agents focused on its effectiveness in facilitating consumer decision making. Little attention has been given to explore whether the format of personalized product information influences consumer attitude toward the recommendation agents. In order to close this research gap, the current study proposes that how product information is presented (attribute-based or alternative-based) has an impact on customer satisfaction with personalized recommendation agents. Additionally, the relationship between information format and customer satisfaction is moderated by consumer’s need for cognition and decision complexity. To examined formulated hypotheses, a 2(information format: attribute-based versus alternative-based)×2(decision complexity: high versus low)×2(need for cognition: high versus low) experimental design was employed. The results indicated that regardless consumer’s level of need for cognition, information format has no significant impact on consumer satisfaction with personalized recommendation agents when decision complexity is low. However, in the condition of high decision complex, high need-for-cognition individuals are more satisfied with attribute-based information format than alternative-based one. In contrast, consumers in low need for cognition show higher satisfaction with alternative-based than attribute-based information format when the decision is highly complex. Based on these findings, this study suggests that the recommendation agents should provide personalized information format according to consumer’s need for cognition and decision complexity in order to enhance customer satisfaction.
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