Evaluating the Effectiveness of Recommendation Engines on Customer Experience Across Product Categories

Artificial intelligence (AI)-powered tools such as recommendation engines are widely used in online marketing and e-commerce; however, online retailers often deploy these tools without understanding which human factors play a role in which products and at which stage of the customer journey. Underst...

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Bibliographic Details
Published inInternational Journal of Technology and Human Interaction Vol. 20; no. 1; pp. 1 - 23
Main Authors Sasanuma, Katsunobu, Yang, Gyung Yeol
Format Journal Article
LanguageEnglish
Published Hershey IGI Global 16.07.2024
Subjects
Artificial intelligence
Behavior
Consumers
Consumption
Correlation analysis
Customer satisfaction
Customers
Digital marketing
Effectiveness
Electronic commerce
Engines
Fashion goods
Human factors
Literature reviews
Marketing
Purchasing
Recommender systems
Online AccessGet full text
ISSN1548-3908
1548-3916
DOI10.4018/IJTHI.345928

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Summary:Artificial intelligence (AI)-powered tools such as recommendation engines are widely used in online marketing and e-commerce; however, online retailers often deploy these tools without understanding which human factors play a role in which products and at which stage of the customer journey. Understanding the interaction between AI-powered tools and humans can help practitioners create more effective online marketing platforms and improve human interaction with e-commerce tools. This paper examines customers' reliance on recommendation engines when purchasing fashion goods, electronics, and media content such as video and music. This paper also discusses the potential for improvement in recommendation engines in online marketing and e-commerce.
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ISSN:1548-3908
1548-3916
DOI:10.4018/IJTHI.345928