Consumer Response to Online Recommendation Systems and the Moderating Role of Product Knowledge and Product Involvement PDF Download
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Author: Sungmi Lee
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 124
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Book Description
Author: Sungmi Lee
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 124
Get Book Here
Book Description
Author: Sungmi Lee
Publisher:
ISBN: 9780549019572
Category :
Languages : en
Pages : 59
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Book Description
Author:
Publisher: GRIN Verlag
ISBN: 3668951942
Category : Business & Economics
Languages : en
Pages : 27
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Book Description
Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Nanjing University, language: English, abstract: In this study, we aim to investigate how two different types of online recommender systems affect the cross-selling of a retailer on a website using the online recommender systems. Furthermore, this will give us the chance to study the direct effect of targeting on cross-selling. Different from the previous studies, this study will mainly focus on two aspects. On the one hand, the online recommender systems will be divided into two types, the targeting recommender systems, and popular recommender systems. The first one is the personalized form through which we can give the targeted consumers the specific products recommenders based on the consumers’ purchase history. This type has been fully discussed in previous studies. The second type of a recommender system is the public form giving the recommendations based on the hot products, which is a common phenomenon in e-commerce platforms. In other words, recommended products or services come from common preferences of all consumers. Research on the relationship between cross-selling and this type of recommender system is still relatively lacking. On the other hand, we will discuss the different moderating effects between two different types of the recommended products — search-type and experience-type products — as well as the influence caused by product familiarity on the relationship between the online recommender systems and cross-selling. These two types of products have been fully discussed in the area about the helpfulness of online reviews. In addition, familiar and unfamiliar products differ in terms of the knowledge regarding the products that a consumer has stored in memory. This will affect how consumers search and process the online recommender systems and co-purchase information. Therefore, we will consider these in the process of data collecting. Through examining those previously described causal effects, we can make the following two contributions. Firstly, we can make further suggestions about how the choice for an online recommender system can influence cross-selling and thereby further contribute to the discussion about recommender systems in the e-commerce ecosystem. Secondly, we can classify the cross-influence from the product types and product familiarity in the above-stated relationship between online recommender systems and cross-selling.
Author: Roland T Rust
Publisher: Free Press
ISBN: 9780684864662
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Mary Katherine Macmillan
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 76
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Book Description
Author: Gérald Kembellec
Publisher: John Wiley & Sons
ISBN: 1119054249
Category : Computers
Languages : en
Pages : 253
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Book Description
Acclaimed by various content platforms (books, music, movies) and auction sites online, recommendation systems are key elements of digital strategies. If development was originally intended for the performance of information systems, the issues are now massively moved on logical optimization of the customer relationship, with the main objective to maximize potential sales. On the transdisciplinary approach, engines and recommender systems brings together contributions linking information science and communications, marketing, sociology, mathematics and computing. It deals with the understanding of the underlying models for recommender systems and describes their historical perspective. It also analyzes their development in the content offerings and assesses their impact on user behavior.
Author: Gabriele Siegert
Publisher: Springer
ISBN: 3319182366
Category : Business & Economics
Languages : en
Pages : 405
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Book Description
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.
Author: Francesco Ricci
Publisher: Springer Science & Business Media
ISBN: 0387858202
Category : Computers
Languages : en
Pages : 848
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Book Description
The explosive growth of e-commerce and online environments has made the issue of information search and selection increasingly serious; users are overloaded by options to consider and they may not have the time or knowledge to personally evaluate these options. Recommender systems have proven to be a valuable way for online users to cope with the information overload and have become one of the most powerful and popular tools in electronic commerce. Correspondingly, various techniques for recommendation generation have been proposed. During the last decade, many of them have also been successfully deployed in commercial environments. Recommender Systems Handbook, an edited volume, is a multi-disciplinary effort that involves world-wide experts from diverse fields, such as artificial intelligence, human computer interaction, information technology, data mining, statistics, adaptive user interfaces, decision support systems, marketing, and consumer behavior. Theoreticians and practitioners from these fields continually seek techniques for more efficient, cost-effective and accurate recommender systems. This handbook aims to impose a degree of order on this diversity, by presenting a coherent and unified repository of recommender systems’ major concepts, theories, methodologies, trends, challenges and applications. Extensive artificial applications, a variety of real-world applications, and detailed case studies are included. Recommender Systems Handbook illustrates how this technology can support the user in decision-making, planning and purchasing processes. It works for well known corporations such as Amazon, Google, Microsoft and AT&T. This handbook is suitable for researchers and advanced-level students in computer science as a reference.
Author: Nicolas Knotzer
Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
ISBN: 9783631566220
Category : Business & Economics
Languages : en
Pages : 202
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Book Description
The book deals with product recommendations generated by information systems referred to as recommender systems. Recommender systems assist consumers in making product choices by providing recommendations of the range of products and services offered in an online purchase environment. The quantitative research study investigates the influence of psychographic and sociodemographic determinants on the interest of consumers in personalized online book recommendations. The author presents new findings regarding the interest in recommendations, importance of product reviews for the decision process, motives for submitting ratings as well as comments, and the delivery of recommendations. The results show that opinion seeking, opinion leading, domain specific innovativeness, online shopping experience, and age are important factors in respect of the interest in personalized recommendations.
