Personalized Product Recommendations: Evidence from the Field

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Pöyry, Essi
dc.contributor.author Hietaniemi, Ninni
dc.contributor.author Parvinen, Petri
dc.contributor.author Hamari, Juho
dc.contributor.author Kaptein, Maurits
dc.date.accessioned 2018-02-09T10:08:34Z
dc.date.available 2018-02-09T10:08:34Z
dc.date.issued 2017
dc.identifier.citation Pöyry , E , Hietaniemi , N , Parvinen , P , Hamari , J & Kaptein , M 2017 , Personalized Product Recommendations: Evidence from the Field . in Proceedings of the 50th Hawaii International Conference on System Sciences . Hawaii International Conference on System Sciences , Annual Hawaii International Conference on System Sciences , Waikoloa Village , United States , 04/01/2017 . DOI: 10.24251/HICSS.2017.467 en
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.other PURE UUID: faa93d07-d56d-4e4b-903f-722ea48a6fc9
dc.identifier.other PURE ITEMURL: https://research.aalto.fi/en/publications/personalized-product-recommendations-evidence-from-the-field(faa93d07-d56d-4e4b-903f-722ea48a6fc9).html
dc.identifier.other PURE FILEURL: https://research.aalto.fi/files/17248606/paper0477.pdf
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/30037
dc.description.abstract Targeting personalized product recommendations to individual customers has become a mainstream activity in online stores as it has been shown to increase click-through rate and sales. However, as personalization becomes increasingly commonplace, customers may feel personalized content intrusive and therefore not responding or even avoiding them. Many studies have investigated advertising intrusiveness and avoidance but a research gap on the effect of degree of personalization on customer responses based on field evidence exists. In this paper, 27,175 recommendation displays from five different online stores are analyzed. The results show that the further the customer is in the purchasing process, the more effective personalization is if it is based on information about the present rather than past browsing session. Moreover, recommendations in passive form are more effective than recommendations in active form suggesting the need to dispel the perception of intrusiveness. en
dc.format.mimetype application/pdf
dc.language.iso en en
dc.relation.ispartof Annual Hawaii International Conference on System Sciences en
dc.relation.ispartofseries Proceedings of the 50th Hawaii International Conference on System Sciences en
dc.rights openAccess en
dc.subject.other 512 Business and management en
dc.title Personalized Product Recommendations: Evidence from the Field en
dc.type A4 Artikkeli konferenssijulkaisussa fi
dc.description.version Peer reviewed en
dc.contributor.department Department of Marketing
dc.contributor.department School Services, BIZ
dc.contributor.department Department of Industrial Engineering and Management
dc.subject.keyword 512 Business and management
dc.identifier.urn URN:NBN:fi:aalto-201802091534
dc.identifier.doi 10.24251/HICSS.2017.467
dc.type.version publishedVersion


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