论文标题
在线建议的信息作用：实验实验的证据
The Informational Role of Online Recommendations: Evidence from a Field Experiment
论文作者
论文摘要
我们在电影推荐平台上进行了实地实验，以调查在线建议以及如何影响消费选择。使用受试者内设计，我们的实验衡量了建议对消费的因果影响，并分解了两种经济机制的相对重要性：扩大消费者的考虑集并提供有关其特质匹配价值的信息。我们发现，信息组成部分具有更强的影响力 - 建议塑造消费者的信念，这反过来驱动消耗，尤其是在经验不足的消费者中。我们的发现和实验设计为在线推荐系统的经济评估和优化提供了宝贵的见解。
We conduct a field experiment on a movie-recommendation platform to investigate whether and how online recommendations influence consumption choices. Using a within-subjects design, our experiment measures the causal effect of recommendations on consumption and decomposes the relative importance of two economic mechanisms: expanding consumers' consideration sets and providing information about their idiosyncratic match value. We find that the informational component exerts a stronger influence - recommendations shape consumer beliefs, which in turn drive consumption, particularly among less experienced consumers. Our findings and experimental design provide valuable insights for the economic evaluation and optimisation of online recommendation systems.
