The impact of recommender system on consumer behavior in the OTA industry
Zhao, Ruyun (2024)
Pro gradu -tutkielma
2024
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20241216102820
https://urn.fi/URN:NBN:fi-fe20241216102820
Tiivistelmä
Past research has shown that recommender systems are playing an important role in current marketing, however the impact of recommender systems on consumer behavior has not been fully explored. The purpose of this research is to explore how recommender systems affect consumer behavior, by investigating which influence factors of recommender system and consumer behavior affect the consumers’ adoption to recommendation.
The theoretical part of this thesis begins with a literature review related to recommender systems and consumer behavior, which leads to the theoretical framework of this thesis, followed by an in-depth literature review related to recommender systems and consumer behavior in the context of the OTA industry, which helps to identify the influencing factors of the following questionnaire.
The empirical part of this thesis adopts a combination of qualitative and quantitative methods, the qualitative method includes the observation analysis of Trip recommendation system, while the quantitative method is conducted through the questionnaire, 150 valid questionnaires are collected, and the data result shows that personalization of the recommendation content and brand trust are the two most influential factors on Adoption. Finally, this thesis summarizes the findings and presents the research limitations and suggestions for future research.
The theoretical part of this thesis begins with a literature review related to recommender systems and consumer behavior, which leads to the theoretical framework of this thesis, followed by an in-depth literature review related to recommender systems and consumer behavior in the context of the OTA industry, which helps to identify the influencing factors of the following questionnaire.
The empirical part of this thesis adopts a combination of qualitative and quantitative methods, the qualitative method includes the observation analysis of Trip recommendation system, while the quantitative method is conducted through the questionnaire, 150 valid questionnaires are collected, and the data result shows that personalization of the recommendation content and brand trust are the two most influential factors on Adoption. Finally, this thesis summarizes the findings and presents the research limitations and suggestions for future research.