E-commerce cart recommendation effects: A field experiment on entertainment products
2023-06-16 09:17:30YongjunLiYunjuanZhangandHanbingXue
Yongjun Li, Yunjuan Zhang, and Hanbing Xue
School of Management, University of Science and Technology of China, Hefei 230026, China
Graphical abstract
The effects of e-cart recommendation of entertainment products on consumer responses.All hypotheses are supported.
Public summary
■ This study explores the effects of e-cart recommendation on consumer responses in the field of entertainment products.
■ For entertainment products, e-cart recommendation has a positive impact on consumer responses relative to homepage recommendation.
■ The positive effect of e-cart recommendation declines when the cart is of more products.
■ The positive effect of e-cart recommendation increases when the recommended products are offered to more active consumers.
中國(guó)科學(xué)技術(shù)大學(xué)學(xué)報(bào)2023年5期
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