电子购物车推荐效应:基于娱乐产品的田野实验  

E-commerce cart recommendation effects:A field experiment on entertainment products

作　　者：李勇军[1] 张云娟 薛寒冰 Yongjun Li;Yunjuan Zhang;and Hanbing Xue(School of Management,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026

出　　处：《中国科学技术大学学报》2023年第5期51-61,I0007,I0009,共13页JUSTC

基　　金：supported by the National Natural Science Foundation of China (72071192, 71671172);the Anhui Provincial Quality Engineering Teaching and Research Project (2020jyxm2279);the Anhui University and Enterprise Cooperation Practice Education Base Project (2019sjjd02);the Teaching and Research Project of USTC (2019xjyxm019, 2020ycjg08)。

摘　　要：基于一场包括近13000名消费者并由中国领先的数字阅读平台之一所支持的田野实验,本研究旨在对比电子购物车推荐和主页推荐在娱乐产品领域中的效果。结果表明,与主页推荐相比,电子购物车推荐对消费者下载具有显著的正向影响。此外,当电子购物车中的产品较多时,这种正向影响会减弱;但当消费者更活跃时,这种影响会增强。本研究还发现电子购物车推荐会影响其他产品,使得非推荐产品的下载量增加。我们的发现为研究人员和管理人员提供了新见解,以了解消费者对娱乐产品的电子购物车推荐的反应。This study aims to compare the effects of e-cart recommendation and homepage recommendation in the field of entertainment products on the basis of a field experiment involving almost 13000 consumers supported by one of the leading digital reading platforms in China.The results indicate that e-cart recommendations have a significant positive impact on consumer downloads in comparison with homepage recommendations.Moreover,this positive effect decreases when the alternatives in the e-cart are of a larger quantity but increases when consumers are more active.Interestingly,this study also finds that e-cart recommendations can spill over to other products,leading to more downloads of non-recommended items.Our findings provide novel insights into consumer responses to e-cart recommendations of entertainment products for researchers and managers alike.

关 键 词：电子购物车推荐 娱乐产品 决策阶段 田野实验 

分 类 号：F724.6[经济管理—产业经济] F713.36