Paper Title
An Exploratory Study of How Recommendation Type may Influence Online Consumer’s Purchase Intention

Abstract
The ways in which e-tailers may facilitate consumers’ shopping intentions by changing the ways in which their recommendation systems’ advice is presented have always been a crucial business topic. This study empirically designed two separate laboratory experiments. The first used a searchable product in an experiment to test how three types of the RA advice – i.e., text and static pictures, comparative display and virtual product experience – would shape the online purchase intention. The second applied the same design but changed to an experience type product. Findings from the first study indicated that the virtual product experience has the greatest impact on purchase intention, followed by comparative display, while text with pictures has the lowest impact. However, in the second study, comparative display reported the highest impact on purchase intention, followed by the virtual product experience, and again, text with pictures had the least impact. Implications were discussed accordingly. Keywords - Recommendation system, virtual product experience, comparative display, purchase intention