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2016-03-09 发布于广东
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To Switch or Not To Switch strongUnderstandingstrong Social Influence in.pdf

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To Switch or Not To Switch: Understanding Social Influence in Online Choices Haiyi Zhu*, Bernardo A. Huberman, Yarun Luon Social Computing Lab Hewlett Packard Labs Palo Alto, California, USA haiyiz@; {bernardo.huberman, yarun.luon}@ ABSTRACT INTRODUCTION We designed and ran an experiment to measure social Picture yourself shopping online. You already have an idea influence in online recommender systems, specifically how about what product you are looking for. After navigating often people’s choices are changed by others’ through the website you find that particular item, as well as recommendations when facing different levels of several similar items, and other people’s opinions and confirmation and conformity pressures. In our experiment preferences about them provided by the recommendation participants were first asked to provide their preferences system. Will other people’ preferences reverse your own? between pairs of items. They were then asked to make Notice that in this scenario there are two contradictory second choices about the same pairs with knowledge of psychological processes at play. On one hand, when others’ preferences. Our results show that others people’s