The effect of context-aware recommendations on customer purchasing behavior and trust

@inproceedings{Gorgoglione2011TheEO,
  title={The effect of context-aware recommendations on customer purchasing behavior and trust},
  author={Michele Gorgoglione and Umberto Panniello and Alexander Tuzhilin},
  booktitle={RecSys},
  year={2011}
}
Despite the growing popularity of Context-Aware Recommender Systems (CARSs), only limited work has been done on how contextual recommendations affect the behavior of customers in real-life settings. In this paper, we study the effects of contextual recommendations on the purchasing behavior of customers and their trust in the provided recommendations. In particular, we did live controlled experiments with real customers of a major commercial Italian retailer in which we compared the customers… CONTINUE READING
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