Do we trust the crowd or information system? Effects of personalization and bandwagon cues on users' attitudes and behavioral intentions toward a restaurant recommendation website

Visual interface cues on many websites can influence Internet users' psychology, especially their perceptions about the site as well as its content (Sundar, 2008). Specifically, presence of commonly used interface cues (e.g., personalization, bandwagon cues) can substantially influence users' attitudes and their behavioral intentions toward websites and their content. This study examined the effect of personalization feature and bandwagon cues (i.e., star ratings, reviews) in a restaurant recommendation website, measuring (a) to what extent users positively perceive and plan on revisiting or sharing the site, and (b) to what degree users favored the recommended restaurant and plan to visit them. A 2 (personalization feature: present vs. absent) × 2 (bandwagon cues: high vs. low) between-subjects experiment showed that personalization feature and bandwagon cues increased positive perceptions and their behavioral intentions toward both the website and the recommended restaurant. Moreover, results revealed that users' perceived relevance as well as perceived novelty mediated the effects of interface cues on their attitudinal and behavioral consequences. Further, the impact of the interface cues on user psychology significantly differed as a function of the other cues. Theoretical and practical implications for future research on the effect of interface cues on user psychology are discussed.