The Influence of Effort, Accuracy, and Negative Emotionson Product Choice-Strategies: Evaluations ofRecommendation Agents on Desktops versus HandheldDevices

摘要

Intelligent product recommendation agents (RA) are used widely in e-commerce to reduce consumers’ effort and to increasernthe accuracy of their decisions. This study investigates how to design Ras, for desktop and handheld devices, to alleviate thernnegative emotions associated with the normative decision-strategy which generates accurate decisions but only withrnextensive effort on the part of users. Decision-strategies and preference-elicitation methods (I.e., question and answerrnsessions for Ras to identify the needs of individual consumers) that are employed by Ras generate different levels of effort,rnaccuracy, and the negative emotions, while the additional cognitive effort necessitated when using limited handheld devicesrnmoderates such relationship. Provision of the RA that mitigates the negative emotions will instigate the decision-maker tornchoose the normative decision-strategy for emotion-laden tasks. This study extends RA literature into the area of emotionsrnrelated to decision-making and into the context of mobile computing.