Swayed by Friends or by the Crowd?

Abbasi, Zeinab ; Aperjis, Christina ; Huberman, Bernardo

HP Development Company

关键词: attention;    recommender systems;    online influence;    social computing;   

RP-ID  :  HPL-2011-252

学科分类：计算机科学（综合）

美国|英语

来源: HP Labs

【 摘 要 】

We conducted three empirical studies of the effects of friend recommendations and general ratings on how online users make choices. We model and quantify how a user deciding between two choices trades off an additional rating star with an additional friend’s recommendation when selecting an item. We find that negative opinions from friends are more influential than positive opinions, and people exhibit “more random” behavior in their choices when the decision involves less cost and risk. Our results can be generalized across different demographics, implying that individuals trade off recommendations from friends and ratings in a similar fashion.