本研究探討在消費者不同的特點下，建議效果對延遲選擇的影響。以傳統的角度來看，提供建議可以幫助消費者選擇過程中更流暢，但研究結果顯示這個情況並非總是如此。當消費者具有較高的專業知識時，他們對於不符合偏好的建議相較於符合的建議，更可能會有延遲選擇的傾向；而具有較低專業知識的消費者則沒有顯示出顯著的差異。消費者在不同的涉入情境下，顯示出相同的結果。當建議不符合高涉入消費者的偏好時，他們更可能延遲購買；對於低涉入的消費者，建議符合或不符合他們的偏好都沒有顯著的差異。本研究結果指出專業知識以及涉入程度會干擾建議效果的影響，而消費者對於產品的熟悉度則不會干擾建議效果對延遲選擇的影響。

This research examines how the effect of recommendation fit on choice deferral might differ under the moderation of consumers’ characteristics. Traditional views suggest that providing recommendations should help consumers in the choice process; however, the results show that this is not always the case. When the recommendations given do not match with consumers’ prior preference, consumers with high expertise are more likely to delay their purchase compared to when they are given recommendations that fit to their preferences, whereas low-expertise consumers do not show any significant difference in delaying their purchase regardless the recommendation fit. The direction is the same under the moderation effect of consumer involvement. Highly involved consumers show higher preference for no-choice option when they are given unfit recommendation, while for consumers with low involvement, the likelihood for choice deferral incidence is the same regardless the recommendation fit. While results show that expertise and involvement moderate the recommendation effect, the recommendation effect on choice deferral cannot be observed under the moderation effect of familiarity.

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