Reducing the Perceived Deception of Product Recommendation Agents: The Impact of Perceived Verifiability and Perceived Similarity

Bo Xiao, Chee-Wee Tan

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


Product Recommendations Agents (PRAs) are software applications that augment consumers' purchasing decisions by offering product recommendations based on elicited customers' preferences. The underlying premise of PRAs is often grounded on the assumption that PRAs seek to optimize consumers' utility by tailoring product recommendations to meet requisite expectations. Because the majority of commercial PRAs are implemented by parties with partisan interests in product sales, it is highly probable that recommendations are biased in favor of their providers and do not accurately reflect consumers' interests. This in turn may possibly induce perceptions of deception among consumers. This study theorizes that the incorporation of IT-mediated components in PRAs, which induce high levels of perceived verifiability and perceived similarity, could mitigate consumers' perceptions of deception towards product recommendations.
TitelProceedings of the Fifth annual Workshop on HCI Research in MIS, Milwaukee, WI. December 9, 2006
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
StatusUdgivet - 2006
Udgivet eksterntJa
BegivenhedThe Fifth Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2006
- Hilton Regency Ballroom, Milwaukee, USA
Varighed: 10 dec. 200613 dec. 2006
Konferencens nummer: 5


KonferenceThe Fifth Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2006
LokationHilton Regency Ballroom
SponsorAssociation for Information Systems Special Interest Group on Human Computer Interaction


  • Perceived deception
  • Product recommendation
  • Perceived verifiability
  • Perceived similarity