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【講座題目】Online Product Recommendation: Impacts of Recommendation Timing and Source from 

                     a Preference Inconsistency Paradox Perspective

【講座嘉賓】Prof. Choon Ling Sia，City University of Hong Kong

【講座時間】5月28日（星期四）下午16：00-18：00

【講座地點】 bwin必贏唯一官網輔樓331

【摘要】There have been enduring calls for online retailers to equip shopping websites with product recommendation agent (RA), i.e., 

a shopping aided feature that offers product suggestions to consumers, and product review information, i.e., product review based 

on expert evaluations or/and customers' consumption experience. Building on the preference inconsistency paradox, which depicts 

paradoxical focuses of consumers at two different shopping decisional stages, this research proposes a principle governing the 

provision of product recommendations based on product review information. An experiment simulating online shopping was 

conducted to assess the proposition, i.e., the influence of two recommendation junctures (i.e., at the beginning of product search 

and after a choice is made but before confirmation) and two recommendation justifications (i.e., product reviews from consumers 

or experts) on online consumer decision-making performance. A further study was conducted to understand the cultural differences 

in the impact of recommendation junctures and justifications.

【講座人簡介】Choon Ling Sia is Professor at the City University of Hong Kong. He received his Ph.D. degree from the National University of 

Singapore. He is Director of Center of Social Media Marketing and Business Intelligence at the City University of Hong Kong. He is serving, 

or has served, on the editorial boards of MIS Quarterly, Journal of the AIS, IEEE Transactions on Engineering Management, Journal of 

Global Information Management, Information and Management, and Journal of Database Management. His research interests include 

electronic commerce, social media, cross-cultural issues in information systems, knowledge management, distributed work arrangements, 

and computer-mediated communication. His research work has been published in MIS Quarterly, Information Systems Research, 

Journal of Management Information Systems, International Journal of Electronic Commerce, IEEE Transactions on Engineering Management,

Journal of International Business Studies, ACM Transactions on Computer-Human Interaction, Journal of the American Society for Information 

Science and Technology, IEEE Transactions on Systems, Man, and Cybernetics, Information and Management, Communications of the ACM, 

Decision Support Systems, International Journal of Human-Computer Studies, Internet Research, Information and Software Technology, 

International Journal of Information Management, among others. His website is at: http://www.cb.cityu.edu.hk/staff/iscl/