Reducing Perceived Deceptiveness of E-commerce Product Recommendation Agents: An Empirical Examination of the Relative Impact of Transparency and Verifiability and the Moderating Role of Gender

Bo Xiao, Chee-Wee Tan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Product Recommendations Agents (PRAs) are software applications that augment consumers’ purchasing decisions by offering product recommendations based on consumers’ preferences that are elicited either explicitly or implicitly. The underlying premise of PRAs is often grounded on the assumption that PRAs seek to optimize consumers’ utility with the recommendations provided. However, since a majority of commercial PRAs are implemented by parties with vested interests in product sales, it is highly probable that recommendations are biased in favor of their providers and do not reflect consumers’ interests. This in turn may possibly induce a deceptiveness perception among consumers. As such, this study theorizes and empirically demonstrates that the induction of IT-mediated components in PRAs, which induce high levels of perceived transparency and perceived verifiability, could be useful in mitigating consumers’ perceived deceptiveness of PRAs. This study also explores the moderating role of gender in the relationship between transparency/verifiability perception and deceptiveness perception.
Original languageEnglish
Title of host publicationAMCIS 2012 Proceedings
EditorsK. D. Joshi, Youngjin Yoo
Number of pages12
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date29 Jul 2012
Article number28
ISBN (Print)9780615663463
Publication statusPublished - 29 Jul 2012
Externally publishedYes
EventThe 18th Americas Conference on Information Systems AMCIS 2012: Reflect and Redefine: Designing the Digital Future - Seattle, United States
Duration: 9 Aug 201211 Aug 2012
Conference number: 18


ConferenceThe 18th Americas Conference on Information Systems AMCIS 2012
Country/TerritoryUnited States
Internet address

Cite this