Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	March 2024
Vol. No.	Vol. 34 No. 1
DOI	https://doi.org/10.14329/apjis.2024.34.1.226
Page	226~247
Title	Empirical Comparison of the Effects of Online and Offline Recommendation Duration on Purchasing Decisions: Case of Korea Food E-commerce Company
Author	Qinglong Li, Jaeho Jeong, Dongeon Kim, Xinzhe Li, Ilyoung Choi, Jaekyeong Kim
Keyword	Recommender Systems, Online Evaluation, Offline Evaluation, Recommendation Duration Effect, Collaborative Filtering
Abstract	Most studies on recommender systems to evaluate recommendation performances focus on offline evaluation methods utilizing past customer transaction records. However, evaluating recommendation performance through real-world stimulation becomes challenging. Moreover, such methods cannot evaluate the duration of the recommendation effect. This study measures the personalized recommendation (stimulus) effect when the product recommendation to customers leads to actual purchases and evaluates the duration of the stimulus personalized recommendation effect leading to purchases. The results revealed a 4.58% improvement in recommendation performance in the online environment compared with that in the offline environment. Furthermore, there is little difference in recommendation performance in offline experiments by period, whereas the recommendation performance declines with time in online experiments.