Chatzinikolaou, Theodora

2021-09-23T11:38:22Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29883

E-shop

Study of the effectiveness of e-shop recommendation systems

2021-07-06

free

School of Science and Technology, MSc in e-Business and Digital Marketing

This dissertation was written as part of the MSc in e-Business and Digital Marketing at the International Hellenic University, aiming to study the effectiveness of automatic recommendations in e-shop webpages from the point of view of the consumers. The recommendation system is one of the most used techniques in e-shops to improve customers’ experience on the one hand and to increase their conversion rate, and encourage upselling on the other hand. While visitors are searching/browsing for specific items/products, an automatic recommendation engine displays recommendations of more products, proposed either as alternatives or opportunities for matching buys. My dissertation started with a literature review regarding recommendation systems and their functionality and continued with primary research on how those systems are indeed perceived by consumers/customers. Throughout this procedure, I tried to answer three research questions: (a) How successful in providing well-chosen recommendations those systems are. (b) How efficient in motivating more buys they are. (c) Are they accepted as useful or irritating? In order to conduct my research, I focused on one specific website, the Zara. After analyzing findings from my primary research, I conducted a statistical analysis and came up with specific patterns of users’ online behavior when they interact with such systems.

Baltatzis, Dimitris

IHU