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Regulatory Focus Classification for Web Shopping Consumers According to Product Type
| Content Provider | Semantic Scholar |
|---|---|
| Author | Baik, Jong-Bum Han, Chung-Seok Jang, Eunyoung Kim, Yongbum Choi, Jayoung Lee, Soowon |
| Copyright Year | 2012 |
| Abstract | According to consumer behavior theory, human propensity can be divided into two regulatory focus types: promotion and prevention. These two types have much influence on the consumer`s decision in many diverse areas. In this research, we apply regulatory focus theory to personalized recommendation to minimize the cold start problem and to improve the performance of recommendation algorithms. To achieve this goal, we extract the consumer behavior variables and information exploration activity index from web shopping logs. We then use them for classifying regulatory focus of the consumer. This research has the contribution to show the possibility of systematization of consumer behavior theory as an interdisciplinary research tool of social science and information technology. Based on this attempt, we will extend the research to IT services adapting theories on other areas. |
| File Format | PDF HTM / HTML |
| DOI | 10.3745/KIPSTB.2012.19B.4.231 |
| Alternate Webpage(s) | http://ocean.kisti.re.kr/downfile/volume/kips/JBCRFU/2012/v19Bn4/JBCRFU_2012_v19Bn4_231.pdf |
| Alternate Webpage(s) | https://doi.org/10.3745/KIPSTB.2012.19B.4.231 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
