Peer-Based Recommendations in Online B2C E-Commerce: Comparing Collaborative Personalization and Social Network-Based Personalization

@article{Li2012PeerBasedRI,
  title={Peer-Based Recommendations in Online B2C E-Commerce: Comparing Collaborative Personalization and Social Network-Based Personalization},
  author={Seth Siyuan Li and Elena Karahanna},
  journal={2012 45th Hawaii International Conference on System Sciences},
  year={2012},
  pages={733-742}
}
With the widespread diffusion of social network platforms, e-vendors can now use social network information to provide personalized services to their consumers. Nonetheless, the accuracy of social network-based personalization remains uncertain, as compared to that of traditional personalization approaches. Drawing on social influence and similarity attraction theories, this study compares social network-based personalization with the traditional peer-based personalization approach of… CONTINUE READING

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