When Variety Seeking Meets Unexpectedness: Incorporating Variety-Seeking Behaviors into Design of Unexpected Recommender Systems

Author:

Li Pan1ORCID,Tuzhilin Alexander2

Affiliation:

1. Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia 30332;

2. Stern School of Business, New York University, New York, New York 10012

Abstract

In this paper, we study the consumers’ variety-seeking behavior in recommender system applications and propose a comprehensive framework to measure such behavior based on past consumption records. The effectiveness of the proposed framework is validated through user questionnaire studies conducted at Alibaba, where our constructed variety-seeking measures match well with consumers’ self-reported levels of their variety-seeking behaviors. We subsequently present a recommendation framework that combines the identified variety-seeking levels with unexpected recommender systems in the data mining literature to address consumers’ heterogenous desire for product variety, in which we provide more unexpected product recommendations to variety-seeking consumers and vice versa. Through off-line experiments on three different recommendation scenarios and a large-scale online controlled experiment at a major video-streaming platform, we demonstrate that those models following our recommendation framework significantly increase various business performance metrics and generate tangible economic impact for the company. Our findings lead to important managerial implications to better understand consumers’ variety-seeking behaviors and design recommender systems. As a result, the best performing model in our proposed frameworks is deployed by the company to serve all consumers on the video-streaming platform.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Library and Information Sciences,Information Systems and Management,Computer Networks and Communications,Information Systems,Management Information Systems

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