Effect of AI Recommendation System on the Consumer Preference Structure in e-Commerce: Based on Two types of Preference

The goal of this research is figuring out AI recommendation effects on consumer’s preference by their types. In this study, two types of consumer’s preference are considered including ‘category preference’ and ‘attribute preference’, and also types of goods are divided into manufactured products and contents by their properties such as tangibility. Two laboratory experiments will be conducted to test four hypotheses. We expect that this study gives an important message for the effective use of AI recommendation system in e-commerce platforms.