Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking
Recommender systems play a vital role in e-commerce by increasing the likelihood of transactions and improving sales thanks to presenting personal recommendations. Due to the marketing habituation effect, users are less and less responsive to this type of content. Visual recommendation presentation,...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-12-01
|
| Series: | Applied Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-3417/11/1/56 |
| _version_ | 1797543686781796352 |
|---|---|
| author | Piotr Sulikowski Tomasz Zdziebko |
| author_facet | Piotr Sulikowski Tomasz Zdziebko |
| author_sort | Piotr Sulikowski |
| collection | DOAJ |
| description | Recommender systems play a vital role in e-commerce by increasing the likelihood of transactions and improving sales thanks to presenting personal recommendations. Due to the marketing habituation effect, users are less and less responsive to this type of content. Visual recommendation presentation, in particular the recommendation zone layout can influence the effectiveness of a recommendation. This study examines human–computer interactions for vertical, horizonal, and mixed layouts of recommending interfaces of four major e-commerce stores, and is based on our document object model events-based behavior analysis tool. Results from this implicit feedback study are presented and analyzed, showing that vertical recommendation zones attracted more attention than horizontal ones. |
| first_indexed | 2024-03-10T13:49:11Z |
| format | Article |
| id | doaj.art-34b1e26465ba445783c87fe40072a807 |
| institution | Directory Open Access Journal |
| issn | 2076-3417 |
| language | English |
| last_indexed | 2024-03-10T13:49:11Z |
| publishDate | 2020-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Applied Sciences |
| spelling | doaj.art-34b1e26465ba445783c87fe40072a8072023-11-21T02:17:45ZengMDPI AGApplied Sciences2076-34172020-12-011115610.3390/app11010056Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior TrackingPiotr Sulikowski0Tomasz Zdziebko1Faculty of Computer Science and Information Technology, West Pomeranian University of Technology, ul. Zolnierska 49, 71-210 Szczecin, PolandFaculty of Economics, Finance and Management, University of Szczecin, ul. Mickiewicza 64, 71-101 Szczecin, PolandRecommender systems play a vital role in e-commerce by increasing the likelihood of transactions and improving sales thanks to presenting personal recommendations. Due to the marketing habituation effect, users are less and less responsive to this type of content. Visual recommendation presentation, in particular the recommendation zone layout can influence the effectiveness of a recommendation. This study examines human–computer interactions for vertical, horizonal, and mixed layouts of recommending interfaces of four major e-commerce stores, and is based on our document object model events-based behavior analysis tool. Results from this implicit feedback study are presented and analyzed, showing that vertical recommendation zones attracted more attention than horizontal ones.https://www.mdpi.com/2076-3417/11/1/56human computer interactionrecommender systemsimplicit feedback |
| spellingShingle | Piotr Sulikowski Tomasz Zdziebko Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking Applied Sciences human computer interaction recommender systems implicit feedback |
| title | Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking |
| title_full | Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking |
| title_fullStr | Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking |
| title_full_unstemmed | Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking |
| title_short | Horizontal vs. Vertical Recommendation Zones Evaluation Using Behavior Tracking |
| title_sort | horizontal vs vertical recommendation zones evaluation using behavior tracking |
| topic | human computer interaction recommender systems implicit feedback |
| url | https://www.mdpi.com/2076-3417/11/1/56 |
| work_keys_str_mv | AT piotrsulikowski horizontalvsverticalrecommendationzonesevaluationusingbehaviortracking AT tomaszzdziebko horizontalvsverticalrecommendationzonesevaluationusingbehaviortracking |