The effect of expertise on consumers' satisfaction with the use of interactive recommendation agents

Based on cost‐benefit theory and the value‐percept diversity model, this study investigates the underlying mechanism that makes consumers feel satisfied with the use of interactive recommendation agents (IRAs). The format of IRAs was manipulated experimentally (attribute‐based format/benefit‐based format/no agent) and participants were classified as either expert or novice consumers. The dependent measures were the perceived costs and benefits of the information search process, the perceived costs and benefits of the decision‐making process, and the degree of satisfaction with the outcome. The results explain the mechanisms underlying consumers' satisfaction when using an IRA. The findings also suggest the presence of an interaction between the expertise of consumers and the preferred type of IRA on various dependent variables. © 2008 Wiley Periodicals, Inc.