Green advocate in e-commerce

Abstract

The continuous growth of e-commerce sees waves of information explosion. Online shoppers have to confront with more information than ever when they are making purchasing decisions. Among the tools that try to reduce this burden of information overload, recommender system is one of the widely employed techniques which can be seen in stores such as Amazon.com and iTunes Store. This paper presents an approach of the interaction design of recommender system in the context of green digital products. By cultivating the field of game design, elements that make game fun and engaging are borrowed and applied to the design of the recommender system to motivate shoppers to opt for greener choices. In addition, the idea of Kansei Engineering will be employed in the system to recommend according to the perceived characteristics of products. A framework of such system will be described, along with future extensions of the framework in the realm of e-commerce. © 2009 Springer Berlin Heidelberg.