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they tend to accept the products preferred by the
great majority instead of the products recommended
by the collaborative recommendation. Our research
suggests that online shops should offer Top-N
recommendation approach for search goods in order
to enhance consumers’ purchase intention.
In addition, the subjects’ disconfirmation of the
experience goods recommended by the Top-N
approach is significantly higher than that
recommended by CF approach. Our findings reveal
that the products recommended by the CF approach
have higher personalization degree than that of the
Top-N approach. On the other hand, the subjects’
disconfirmation of the experience goods is
significantly higher than search goods when the
products were recommended by the Top-N approach.
Therefore, this study suggests that online e-stores
should recommend experience goods by CF
approach in order to reduce consumers’
disconfirmation after purchasing the products.
As for the influence of consumers’ personality,
self-monitoring is not a significant covariate variable
when measuring consumers’ purchase intention.
However, self-monitoring is a significant covariate
variable when measuring consumers’ dis-
confirmation. Thus, our research suggests that
consumers’ personality can affect the performance
of recommendation systems, and we are going to do
further analysis and exploration of this issue.
ACKNOWLEDGEMENTS
This work was supported in part by the National
Science Council of the Republic of China under the
grant NSC 95-2416-H-126-014.
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