II.2 Recommender Systems

Research Collection Doctoral Thesis Product reviews via mobile phone Prototyping, interaction, market Author(s): Von Reischach, Felix Publication Date: 2010 Permanent Link: https://doi.org/10.3929/ethz-a-006139177 Rights / License: In Copyright - Non-Commercial Use Permitted This page was generated automatically upon download from the ETH Zurich Research Collection. For more information please consult the Terms of use. ETH Library Diss. ETH Nr. 19008 Product Reviews via Mobile Phone – Prototyping, Interaction, Market A dissertation submitted to ETH Zurich for the degree of Doctor of Sciences presented by Felix von Reischach Dipl. Wirtsch.-Inf., University of Mannheim born August 2, 1981 citizen of Germany accepted on the recommendation of Prof. Dr. Elgar Fleisch, ETH Zurich and University of St. Gallen, examiner Prof. Dr. Albrecht Schmidt, University of Duisburg-Essen, co-examiner 2010 III Acknowledgments This dissertation has been created in the frames of a joint PhD program between SAP Research and the ETH Zurich. During last few years I experienced the support of a number of people from both institutions to whom I herewith would like to express my sincere gratitude. Most importantly, I would like to thank Prof. Dr. Elgar Fleisch for the exceptional supervision. Working with him has been a great pleasure, not only because he is an absolute expert in the field, but also because I have perceived his positive and constructive personality as very inspiring and encouraging. Further, I thank my co-supervisor Prof. Dr. Albrecht Schmidt and my project leader Dr. Florian Michahelles for the valuable discussions and input, and for showing me how to proceed from ideas to tangible research results. At SAP, I have been continuously supported in my research by Dr. Uli Eisert, Dr. Oliver Christ, and Dr. Carsten Magerkurth, for which I am very grateful. Of course, thanks go also out to all my colleagues at the Information Management group at the ETH Zurich and at SAP Research, as well as the Mobile Experience Lab at the MIT. It is impossible to mention each of you by name, but working in the various teams with you has been incredibly inspiring and fun, and has led to many new friendships. The central figure in my life has been my lovely girlfriend Anne Juli. I thank you for your patience and your love in difficult times and in joyous moments. Last but not least I would like to thank my family for their help, encouragement, and emotional support throughout the years – my parents Gisela and Gerald, and my siblings Niklas, Florian, and Freya. V Contents ACKNOWLEDGMENTS ............................................................................................. III CONTENTS ................................................................................................................. V LIST OF FIGURES ...................................................................................................... IX ABBREVIATIONS ....................................................................................................... XI ABSTRACT ............................................................................................................. XIII KURZFASSUNG ...................................................................................................... XIV I INTRODUCTION ............................................................................................. 1 I.1 Motivation ............................................................................................. 1 I.2 Idea and Challenges .............................................................................. 8 I.3 Research Question and Contributions ................................................. 11 I.4 Document Outline ............................................................................... 12 II RELATED WORK ......................................................................................... 15 II.1 Electronic Commerce.......................................................................... 15 II.2 Recommender Systems ....................................................................... 20 II.3 Mobile Applications............................................................................ 24 II.4 Physical Mobile Interaction ................................................................ 30 III A CONCEPT FOR PRODUCT REVIEWS ON MOBILE PHONES .................... 37 III.1 Overall Concept .................................................................................. 37 III.2 NFC as a Product Identification Technique ........................................ 42 VI CONTENTS III.3 User-Generated Rating Criteria .......................................................... 44 III.4 Proof of Concept: The APriori Prototype ........................................... 46 IV EVALUATION OF PRODUCT IDENTIFICATION TECHNIQUES .................... 55 IV.1 Introduction to the Studies Performed ................................................ 55 IV.2 Study on Product Identification Techniques ....................................... 57 IV.3 Study on Barcode Scanners ................................................................ 65 IV.4 Design Implications from Both Studies .............................................. 74 V EVALUATION OF PRODUCT REVIEW MODALITIES ................................... 79 V.1 Introduction to the Studies Performed ................................................ 79 V.2 Study on Entering Recommendations ................................................ 84 V.3 Study on Using Recommendations ..................................................... 89 V.4 Interpretation and Conclusions ........................................................... 94 VI DISCUSSION ................................................................................................. 99 VI.1 Overview of Evaluation Results ......................................................... 99 VI.2 Usability Discussion ......................................................................... 102 VI.3 Applicability and Market .................................................................. 107 VII CONCLUSIONS ........................................................................................... 115 VII.1 Implications for Research ................................................................. 115 VII.2 Implications for Practice ................................................................... 117 VII.3 Future Work ...................................................................................... 120 BIBLIOGRAPHY ...................................................................................................... 123 CURRICULUM VITAE ............................................................................................. 139 VII IX List of Figures Figure I-I: An example supermarket hosting a vast amount of products (source: Liza Danger Gardner) ................................................ 1 Figure I-II: Phases of the buying process (source: Kotler and Bliemel, 2001) .......... 2 Figure I-III: A product review on a Web platform (source: amazon.com) ................ 4 Figure I-IV: The fundamental idea of the thesis ......................................................... 8 Figure III-I: Building blocks of the suggested application ....................................... 38 Figure III-II: Different tag types attached to a wine bottle ....................................... 38 Figure III-III: Applying user-mediated product identification techniques ............... 42 Figure III-IV: Applying automatic product identification techniques...................... 43 Figure III-V: Dynamic rating criteria in APriori’s product taxonomy ..................... 45 Figure III-VI: General architecture of APriori ......................................................... 48 Figure III-VII: Receiving product recommendations with APriori .......................... 49 Figure III-VIII: Recommending products with APriori ........................................... 50 Figure III-IX: Survey participants testing APriori.................................................... 51 Figure IV-I: Product identification techniques ......................................................... 55 Figure IV-II: Impressions from the SAP Future Retail Center ................................ 56 Figure IV-III: Labels and tagging of the wine bottles used ...................................... 60 Figure IV-IV: A user is testing NFC as a modality for comparing products ........... 61 Figure IV-V: Average time per identification by technique ..................................... 62 Figure IV-VI: Average perceived ease of use per identification technique ............. 64 Figure IV-VII: Overview of used barcode scanners ................................................. 67 Figure IV-VIII: The products scanned in the barcode scanner evaluation ............... 67 Figure IV-IX: The mobile handsets with installed barcode scanners ....................... 68 Figure IV-X: A study participant testing one of the scanners .................................. 69 Figure IV-XI: Reliability of correct recognition by scanner .................................... 71 Figure IV-XII: Average of task completion time by scanner ................................... 72 Figure V-I: Evaluating modalities for mobile product reviews ................................ 80 X LIST OF FIGURES Figure V-II: Subjects using mobile recommendations in a shop environment ........ 81 Figure V-III: The test products as displayed in the retail lab during the

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