1. Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking.
- Author
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Sulikowski, Piotr and Zdziebko, Tomasz
- Subjects
BEHAVIORAL assessment ,RECOMMENDER systems ,CONSUMER preferences ,COMPUTER interfaces ,HUMAN-computer interaction - Abstract
Featured Application: The proposed e-commerce customer preference monitoring (ECPM) tool can be utilized for any website, but especially e-commerce websites, for collecting a stream of user-activity data, which could be used to adapt an interface to fit user needs in real time. Besides personalizing a website interface, observing user activity can provide information about their preferences, which can be used to dynamically individualize different type of content presented to user, e.g., recommendations of products. Observing user interactions with computer interfaces can lead to better understanding of user needs and, thus, build an intelligent recommender system which will understand and guide each user through the cognitive process of discovering products that would meet individual preferences. Recommender systems play a vital role in e-commerce by increasing the likelihood of transactions and improving sales thanks to presenting personal recommendations. Due to the marketing habituation effect, users are less and less responsive to this type of content. Visual recommendation presentation, in particular the recommendation zone layout can influence the effectiveness of a recommendation. This study examines human–computer interactions for vertical, horizonal, and mixed layouts of recommending interfaces of four major e-commerce stores, and is based on our document object model events-based behavior analysis tool. Results from this implicit feedback study are presented and analyzed, showing that vertical recommendation zones attracted more attention than horizontal ones. [ABSTRACT FROM AUTHOR]
- Published
- 2021
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