Projets par an
Résumé
Interactive recommendation systems (IRS) help shoppers decide about what to buy based upon an interactive dialog. Despite their growing popularity, there is a lack of research on the impacts of IRS on final shopping outcomes such as positive word-of-mouth, store revisit and purchase intention in the product category. This study aims at filling the gap. A field experiment with customers of a Belgian grocery retailer allows us to observe high increases in purchase intentions not only for the recommended product but also for the whole product category. Moreover, levels of trust, perceived innovativeness and perceived self- expressiveness customers experience with IRS either reinforce or deteriorate positive word- of-mouth and store revisit intention. This warns retailers about the opportunities but also the threats of using IRS in their customer service strategy.
langue originale | Anglais |
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titre | 11th European Marketing Academy (EMAC) Regional Conference |
Editeur | European Marketing Academy |
Etat de la publication | Accepté/sous presse - 16 sept. 2020 |
Evénement | 11th European Marketing Academy (EMAC) Regional Conference - Online Durée: 16 sept. 2020 → 19 sept. 2020 |
Une conférence
Une conférence | 11th European Marketing Academy (EMAC) Regional Conference |
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période | 16/09/20 → 19/09/20 |
Empreinte digitale
Examiner les sujets de recherche de « Impact of Interactive Recommendation Systems on Shopping Outcomes: the Moderating Role of Trust, Innovativeness and Self-expressiveness ». Ensemble, ils forment une empreinte digitale unique.Projets
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CoPSyRI: Accompagner le processus d'achat impliquant: Conception et Performance des Systèmes de Recommandations Interactifs
DEVENTER, C., ZIDDA, P. & Heymans, P.
1/01/20 → 31/12/23
Projet: Projet de thèse