Start Date
10-12-2017 12:00 AM
Description
As multiple advice sources, such as recommendation agent (RA), experts, and other consumers become concurrently available in online stores, consumers can easily compare RA with others to validate its competence and deceptiveness. While previous literatures proposed users’ deception detection and response process in utilizing a single RA, there are theoretical gaps, such as, detecting and responding RA failure in utilizing multiple advice sources. Thus, this study has two key objectives. The first is to identify when and how consumers attribute inconsistency to the RA in utilizing multiple advice sources. We conceptualize three criteria of inconsistency attribution (i.e. product consistency, source consistency, persistency of consistency) and investigate their impact on consumers’ attribution. Our second objective is to design inconsistency reduction tools (IRTs) that can alleviate consumers’ perceived incompetence and deceptiveness of RA by identifying the differences of preference elicitations between the consumer and other advice sources.
Recommended Citation
Kim, Hongki; Benbasat, Izak; and Cavusoglu, Hasan, "Online Consumers' Attribution of Inconsistency Between Advice Sources" (2017). ICIS 2017 Proceedings. 15.
https://aisel.aisnet.org/icis2017/HumanBehavior/Presentations/15
Online Consumers' Attribution of Inconsistency Between Advice Sources
As multiple advice sources, such as recommendation agent (RA), experts, and other consumers become concurrently available in online stores, consumers can easily compare RA with others to validate its competence and deceptiveness. While previous literatures proposed users’ deception detection and response process in utilizing a single RA, there are theoretical gaps, such as, detecting and responding RA failure in utilizing multiple advice sources. Thus, this study has two key objectives. The first is to identify when and how consumers attribute inconsistency to the RA in utilizing multiple advice sources. We conceptualize three criteria of inconsistency attribution (i.e. product consistency, source consistency, persistency of consistency) and investigate their impact on consumers’ attribution. Our second objective is to design inconsistency reduction tools (IRTs) that can alleviate consumers’ perceived incompetence and deceptiveness of RA by identifying the differences of preference elicitations between the consumer and other advice sources.