Lost in Online Stores? Agent-Based Modeling of Cognitive Limitations of Elderly Online Consumers

摘要

We have developed an agent-based model of e-commerce platform users' behavior with emphasis on reflecting decision-making characteristics of elderly adults. The model has been used to verify how cognitive deficits of older customers influence the effectiveness of collaborative filtering and content-based recommender systems. The results from our simulation suggest that the effectiveness of recommender systems in improving quality of elderly consumers choices is low for population of agents with strong cognitive deficits.