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Social Recommendation System
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My Facebook Friends
YOUR FRIENDS LIKE IT, DO YOU? THE EFFECTS OF SOCIAL RECOMMENDATION - - PowerPoint PPT Presentation
YOUR FRIENDS LIKE IT, DO YOU? THE EFFECTS OF SOCIAL RECOMMENDATION - - PowerPoint PPT Presentation
YOUR FRIENDS LIKE IT, DO YOU? THE EFFECTS OF SOCIAL RECOMMENDATION SYSTEMS ON CONSUMER PREFERENCE HOMOGENEITY Seth Li, Elena Karahanna University of Georgia Social Recommendation System My Facebook Friends 2 Research Question What are
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Research Question
What are the effects of social
recommendation systems on consumer preference homogeneity?
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Social Recommendation Systems Consumer Preference Homogeneity Network Structural Characteristics
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Methodology
Dataset: Last.fm, a music recommendation
provider
- 1,892 users,12,717 user-friend relations
Independent variables: social network
characteristics (generated using UCINET)
Dependent variable: Euclidean distance
(measure of preference dissimilarity)
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Hypotheses
Consumers differ in preferences Heterogeneous influences Less similar to others
(individual level) & less homogeneity (cluster level)
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Hypothesis Depiction Description Result H1a Degree centrality (-) homogeneity Supported H2 Betweenness centrality (-) homogeneity Supported H3 Closeness centrality (-) homogeneity Supported
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Hypotheses
Consumer has limited cognitive capability:
Too many friends influenced by only a few
More connections information redundancy
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Hypothesis Depiction Description Result H1b Degree centrality (+) influence heterogeneity Supported H4 Cluster density (+) homogeneity Supported C A B D
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Summary of Findings
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Group Level Individual Level Social Recommendation System
Heterogenize
- As centrality increases
Homogenize
- As density increases
Heterogenize
- As centrality increases
- Effects get weaker
- Consumers selectively choose
recommendations