11th Pacific-Asia Conference on Information Systems 80. A Web-Based Recommendation System for Mobile Phone Selection

Mobile phones have become indispensable in our everyday life. The fierce market competition characterized by rapid expansion of advanced functionality and feature is making consumers ’ mobile phone selections increasingly complex and challenging. In this study, we use Analytic Hierarchy Process (AHP), a multiple criteria decision method, to build a recommendation system for mobile phones selection. AHP provides a structural and easily comprehensible model for making product choices. We empirically evaluate our recommendation system by conducting a controlled experiment that involved 244 mobile phone users. Our analysis results indicate that the use of the proposed system results in higher satisfaction than that associated with the rank-based and equal-weight based benchmark systems