Personalized Product Recommendations: Evidence from the Field
Loading...
Access rights
openAccess
URL
Journal Title
Journal ISSN
Volume Title
A4 Artikkeli konferenssijulkaisussa
This publication is imported from Aalto University research portal.
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
View publication in the Research portal (opens in new window)
View/Open full text file from the Research portal (opens in new window)
Date
2017
Major/Subject
Mcode
Degree programme
Language
en
Pages
Series
Proceedings of the 50th Hawaii International Conference on System Sciences
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.Description
Keywords
Other note
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, Hawaii, United States, 04/01/2017 . https://doi.org/10.24251/HICSS.2017.467