earticle

영어

Collaborative filtering based recommendation services are widely spreading on commerce platforms. User oriented research on recommendation has mainly focused on system quality and algorithm evaluation. However, there are few studies on users’ cognitive experience based on similar product recommendation. This study examined the effect of content characteristics of similar product recommendation services on user experience in the context of decision-making. In particular, this study tried to examine whether perceived usefulness as a major predictor of user satisfaction and choice overload resulting from similarity and diversity of recommended alternatives affect satisfaction. A total of 125 experimental participants were asked to use the experimental web prototype and collected questionnaire responses. The analysis using ANOVA and regression showed that there is a significant difference in choice overload according to the number of similar alternatives and it was verified that alternative overload mediated user satisfaction. Also, interaction effect between users’ self-construal type and the expression of the title of the recommendation contents was verified for the perceived usefulness. Ultimately, it is demonstrated that the alternative overload is a leading variable that has a negative effect on the satisfaction of the recommendation service, and at the same time, the perceived usefulness has a positive effect on the satisfaction. Based on the results of this study, theoretical implications and practical implications were discussed. It is expected that the discussion provides basis for the implementation of interfaces and algorithms suitable for the characteristics of contents and characteristics of users.