Empirical Comparison of the Effects of Online and Offline Recommendation Duration on Purchasing Decisions: Case of Korea Food E-commerce Company

Qinglong Li, Jaeho Jeong, Dongeon Kim, Xinzhe Li, Ilyoung Choi, Jaekyeong Kim

Research output: Contribution to journalArticlepeer-review

Abstract

Most studies on recommender systems to evaluate recommendation performances focus on offline evaluation methods utilizing past customer transaction records. However, evaluating recommendation performance through real-world stimulation becomes challenging. Moreover, such methods cannot evaluate the duration of the recommendation effect. This study measures the personalized recommendation (stimulus) effect when the product recommendation to customers leads to actual purchases and evaluates the duration of the stimulus personalized recommendation effect leading to purchases. The results revealed a 4.58% improvement in recommendation performance in the online environment compared with that in the offline environment. Furthermore, there is little difference in recommendation performance in offline experiments by period, whereas the recommendation performance declines with time in online experiments.

Original languageEnglish
Pages (from-to)226-247
Number of pages22
JournalAsia Pacific Journal of Information Systems
Volume34
Issue number1
DOIs
Publication statusPublished - Mar 2024

Bibliographical note

Publisher Copyright:
© (2024), (Korean Society of Management Information Systems). All Rights Reserved.

Keywords

  • Collaborative Filtering
  • Offline Evaluation
  • Online Evaluation
  • Recommendation Duration Effect
  • Recommender Systems

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