Estudo de caso sobre a influência das indicações na decisão de consumo online na Netflix através de algoritmos de personalização

Abstract

This research aims to investigate the influence of personalized recommendations made by artificial intelligence algorithms on the decision-making process of online consumption of goods and services. The study focuses on the case of Netflix and its recommendation system algorithms. Furthermore, it explores various influences that impact consumer decisions and factors that lead to changes in consumer behavior. To support the analysis, the experimental data from the Google study "Decoding Decisions: The Messy Middle of Purchase Behavior" on cognitive science and decision influences were utilized. Additionally, the study emphasizes the effectiveness of personalized algorithms in influencing consumer decisions. Throughout the research, a comprehensive examination of the multiple factors influencing consumer decisions was conducted, taking into account the evolving nature of consumer behavior.