Dr A.T. (Agapi-Thaleia) Fytraki
![Agapi-Thaleia Fytraki](/fileadmin/_processed_/8/6/csm_agapi-thaleia-fytraki_9673ee04a0.png)
Agapi is passionate about how consumers make decisions online whereas history shows that she has followed a multidisciplinary academic path manifested in studying Computer Information Systems for her Bachelors degree, Economics & Informatics for her Masters to Marketing and Online Consumer Behaviour for her PhD. With a strong commitment to mentoring students her teaching emphasizes linking theoretical analysis with in depth case studies, while also taking into account the interconnection between the student’s own knowledge, culture and learning abilities..
PhD Track Behavioral Effects in Consumer Evaluations of Recommendation Systems
The purpose of this dissertation is to investigate how designers and marketers can promote the use of technologies aiding online consumers’ decisions. We examine the problem from two different viewpoints that highlight different strategies by which one can influence consumer behavior towards recommendation systems.
Overall, this dissertation contributes to the academic literature in a number of ways. Firstly, it offers a first account of the role of anticipated emotions in technology and RA acceptance. Focusing on technology itself, RA use and RA output, it also confirms that the presentation of alternatives at the output stage, as well as the decision strategy implemented by the recommendation system itself, can enhance one’s evaluation of an RA. At a minimum, our findings underscore that these elements need to be considered when designing decision support systems. Understanding the mechanisms through which consumers make technology choices is of great importance for marketing managers when they develop new technology products, services and marketing communication campaigns. Finally, the dissertation presents three actionable ways through which managers and designers can increase RA acceptance and evaluation.
- Keywords
- Recommendation agents, decision support systems, consumer decision making, experiment, emotions, anticipted regret, decision strategy
- Time frame
- 2010 - 2018
Publications
Doctoral Thesis (1)
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Internal (1)
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Fytraki, A. T. (2018). Behavioral Effects in Consumer Evaluations of Recommendation Systems. [Doctoral Thesis, Erasmus University Rotterdam]. Erasmus Universiteit Rotterdam (EUR).
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Event (1)
Address
Burgemeester Oudlaan 50
3062 PA Rotterdam
Postbus 1738
3000 DR Rotterdam
Netherlands