An Exploratory Study of Young Colombian Adults’ Preferences for Recommendation Systems in e-Commerce
| dc.creator | Acosta Freites, Alecia Eleonora | |
| dc.creator | Rojas, Lina | |
| dc.creator | Reyes Reina, Darío | |
| dc.creator | Villareal Freire, Angela Patricia | |
| dc.creator | Cardona, Ricardo | |
| dc.date | 2025-05-30 | |
| dc.date.accessioned | 2025-10-01T23:49:16Z | |
| dc.description | Objective: This study aimed to determine the preferences of young Colombian adults regarding recommendation systems in e-commerce, with a view to identifying key considerations that positively impact their user experience.Design/Methodology: An exploratory and qualitative approach was adopted. Semi-structured interviews were conducted with young adults who are frequent shoppers, in order to gain insights into their preferences concerning e-commerce recommendations. A content analysis was subsequently performed through three phases: conceptualization, coding, and interpretation.Findings: The results were organized around three central questions: What do users prefer? When? and How? Participants indicated a clear preference for recommendations that are both attractive and relevant, particularly those tailored to their purchase history, interests, age, location, and gender. Furthermore, they valued suggestions for complementary products and personalized combinations, on special occasions and at specific points during the purchasing process, such as within product detail pages. In contrast, participants rejected recommendations based on one-off purchases, as well as those perceived as intrusive and pressuring in terms of time and availability.Conclusions: determining participants’ preferences allows for the conclusion that the design of recommendation systems must align with users’ attitudes and behaviors during online shopping. Such alignment is crucial for configuring recommendations in terms of both content and timing, thus facilitating memorable and hyper-personalized experiences. In particular, users value recommendations that help narrow down choices, are based on their profiles, and are presented in a timely and visually appealing manner. These characteristics support more accurate, efficient, and informed decision-making, thereby contributing to a sense of accomplishment and satisfaction. These insights provide a basis for developing guidelines for the design of recommendation systems, which can, in turn, have a positive economic impact for businesses.Originality: This study extends the analysis of user experience design by offering practical insights into the development of personalized and timely recommendation systems, while avoiding the use of dark patterns. Moreover, it sheds light on how technology and the perceptions of young adults in the Latin American context interact to create exceptional e-commerce experiences in an environment characterized by abundant options and recommendations. | en-US |
| dc.description | Objetivo: el objetivo fue determinar las preferencias de adultos jóvenes colombianos respecto a sistemas de recomendación en e-commerce, para identificar consideraciones que impacten positivamente su experiencia.Diseño/metodología: el estudio fue de tipo exploratorio con un abordaje cualitativo; se realizaron entrevistas semiestructuradas a adultos jóvenes compradores frecuentes, para conocer sus preferencias sobre las recomendaciones en e-commerce. Se hizo un análisis de contenido para interpretar los datos obtenidos en tres fases: conceptualización, codificación e interpretación.Resultados: los resultados se organizaron alrededor de las 3 preguntas centrales: ¿qué prefieren?, ¿cuándo? y ¿cómo? Se identificó que los usuarios valoran recomendaciones atractivas, cercanas, basadas en su historial de compras, gustos, edad, ubicación y género. Aprecian recomendaciones de productos complementarios y combinaciones personalizadas, en fechas especiales y diferentes momentos de compra, específicamente en el detalle de producto. Los usuarios no desean recomendaciones basadas en compras ocasionales, molestas y que ejercen presión de tiempo y disponibilidad.Conclusiones: determinar las preferencias de los participantes permite aseverar que el diseño de experiencia de estos sistemas debe considerar actitudes y comportamientos del usuario cuando compran en línea. Esta alineación es crucial para configurar las recomendaciones en contenido y tiempo, logrando experiencias memorables a través de la híperpersonalización. Los usuarios valoran recomendaciones cuando reducen opciones, están basadas en su perfil, son oportunas y atractivas; así pueden decidir de manera acertada, ágil e informada, alcanzando la sensación de logro. Estas consideraciones permiten definir guías para la configuración de recomendaciones, teniendo un impacto económico positivo para el negocio.Originalidad: el estudio expande el análisis del diseño de experiencia de usuario para ofrecer recomendaciones personalizadas y oportunas, evitando el uso de patrones oscuros. Además, arroja luz sobre cómo la tecnología y las percepciones de los adultos jóvenes en el contexto latinoamericano interactúan para crear experiencias excepcionales de comercio electrónico en un entorno caracterizado por la abundancia de opciones y recomendaciones. | es-ES |
| dc.format | application/pdf | |
| dc.identifier | https://revistas.itm.edu.co/index.php/revista-cea/article/view/3253 | |
| dc.identifier | 10.22430/24223182.3253 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12622/7164 | |
| dc.language | spa | |
| dc.publisher | Institución Universitaria ITM | es-ES |
| dc.relation | https://revistas.itm.edu.co/index.php/revista-cea/article/view/3253/3719 | |
| dc.relation | https://revistas.itm.edu.co/index.php/revista-cea/article/view/3253/3733 | |
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| dc.rights | Derechos de autor 2025 Alecia Eleonora Acosta Freites, Lina Rojas, Darío Reyes Reina, Angela Patricia Villareal Freire, Ricardo Cardona | es-ES |
| dc.rights | https://creativecommons.org/licenses/by-nc-sa/4.0 | es-ES |
| dc.source | Revista CEA; Vol. 11 No. 26 (2025); e3253 | en-US |
| dc.source | Revista CEA; Vol. 11 Núm. 26 (2025); e3253 | es-ES |
| dc.source | 2422-3182 | |
| dc.source | 2390-0725 | |
| dc.subject | comercio electrónico | es-ES |
| dc.subject | experiencia de usuario | es-ES |
| dc.subject | sistemas de recomendación | es-ES |
| dc.subject | preferencias en recomendaciones | es-ES |
| dc.subject | e-commerce | en-US |
| dc.subject | user experience | en-US |
| dc.subject | recomendation systems | en-US |
| dc.subject | recommendation preferences | en-US |
| dc.title | An Exploratory Study of Young Colombian Adults’ Preferences for Recommendation Systems in e-Commerce | en-US |
| dc.title | Estudio exploratorio de las preferencias de adultos jóvenes colombianos sobre los sistemas de recomendación en e-commerce | es-ES |
| dc.type | info:eu-repo/semantics/article | |
| dc.type | info:eu-repo/semantics/publishedVersion |