Abstract
Rating-based summary statistics are ubiquitous in e-commerce, and often are crucial components in personalized recommendation mechanisms. Especially visual rating summarizations have been identiied as important means to explain, why an item is presented or proposed to an user. Largely left unexplored, however, is the issue to what extent the descriptives of these rating summary statistics inluence decision making of the online consumer. Therefore, we conducted a series of two conjoint experiments to explore how diferent summarizations of rating distributions (i.e., in the form of number of ratings, mean, variance, skewness, bimodality, or origin of the ratings) impact users' decision making. In a irst study with over 200 participants, we identiied that users are primarily guided by the mean and the number of ratings, and - to lesser degree - by the variance and origin of a rating. When probing the maximizing behavioral tendencies of our participants, other sensitivities regarding the summary of rating distributions became apparent. We thus instrumented a follow-up eye-tracking study to explore in more detail, how the choices of participants vary in terms of their decision making strategies. This second round with over 40 additional participants supported our hypothesis that users, who usually experience higher decision diiculty, follow compensatory decision strategies, and focus more on the decisions they make. We conclude by outlining how the results of these studies can guide algorithm development, and counterbalance presumable biases in implicit user feedback.
Original language | English |
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Title of host publication | Proceedings of the 24th International Conference on Intelligent User Interfaces |
Editors | Wai-Tat Fu, Shimei Pan |
Place of Publication | New York, NY, USA |
Publisher | Association for Computing Machinery (ACM) |
Pages | 291-302 |
Number of pages | 12 |
ISBN (Electronic) | 978-1-4503-6272-6 |
DOIs | |
Publication status | Published - 2019 |
Event | 24th ACM International Conference on Intelligent User Interfaces, IUI 2019 - Marina del Ray, United States Duration: 17 Mar 2019 → 20 Mar 2019 |
Conference
Conference | 24th ACM International Conference on Intelligent User Interfaces, IUI 2019 |
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Country/Territory | United States |
City | Marina del Ray |
Period | 17/03/19 → 20/03/19 |
Keywords
- Conjoint analysis
- Explanations
- Maximizers
- Recommender systems
- Satisicers
- User studies