{"title":"重新定位与通用产品推荐:什么时候提供重新定位推荐是有价值的?","authors":"Xiang (Shawn) Wan, Anuj Kumar, Xitong Li","doi":"10.1287/isre.2020.0560","DOIUrl":null,"url":null,"abstract":"Practitioner’s Abstract Online platforms/retailers widely use collaborative filtering (CF)-based generic product recommendations to improve sales. These systems recommend products to a consumer based on the product co-views and co-purchases by other consumers on the website but do not leverage the consumer’s browsing data. Based on a field study on a U.S. fashion apparel and home goods retailer’s website, we show that informing generic CF recommendations to individual consumers’ browsing history can generate substantial additional sales. Specifically, we show that it is optimal to offer generic CF recommendations to a consumer if the consumer has not carted a product and recommend products he or she has seen in the previous sessions (retargeted recommendations) if he or she has carted a product. Our simulation results show that such recommendations could result in a 3% increase in total sales compared with conventional generic CF recommendations. Online platforms/retailers with detailed consumer browsing data can implement such recommendations to achieve higher sales.","PeriodicalId":48411,"journal":{"name":"Information Systems Research","volume":null,"pages":null},"PeriodicalIF":5.0000,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Retargeted Versus Generic Product Recommendations: When is it Valuable to Present Retargeted Recommendations?\",\"authors\":\"Xiang (Shawn) Wan, Anuj Kumar, Xitong Li\",\"doi\":\"10.1287/isre.2020.0560\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Practitioner’s Abstract Online platforms/retailers widely use collaborative filtering (CF)-based generic product recommendations to improve sales. These systems recommend products to a consumer based on the product co-views and co-purchases by other consumers on the website but do not leverage the consumer’s browsing data. Based on a field study on a U.S. fashion apparel and home goods retailer’s website, we show that informing generic CF recommendations to individual consumers’ browsing history can generate substantial additional sales. Specifically, we show that it is optimal to offer generic CF recommendations to a consumer if the consumer has not carted a product and recommend products he or she has seen in the previous sessions (retargeted recommendations) if he or she has carted a product. Our simulation results show that such recommendations could result in a 3% increase in total sales compared with conventional generic CF recommendations. Online platforms/retailers with detailed consumer browsing data can implement such recommendations to achieve higher sales.\",\"PeriodicalId\":48411,\"journal\":{\"name\":\"Information Systems Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.0000,\"publicationDate\":\"2023-10-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Information Systems Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1287/isre.2020.0560\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Information Systems Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1287/isre.2020.0560","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
Retargeted Versus Generic Product Recommendations: When is it Valuable to Present Retargeted Recommendations?
Practitioner’s Abstract Online platforms/retailers widely use collaborative filtering (CF)-based generic product recommendations to improve sales. These systems recommend products to a consumer based on the product co-views and co-purchases by other consumers on the website but do not leverage the consumer’s browsing data. Based on a field study on a U.S. fashion apparel and home goods retailer’s website, we show that informing generic CF recommendations to individual consumers’ browsing history can generate substantial additional sales. Specifically, we show that it is optimal to offer generic CF recommendations to a consumer if the consumer has not carted a product and recommend products he or she has seen in the previous sessions (retargeted recommendations) if he or she has carted a product. Our simulation results show that such recommendations could result in a 3% increase in total sales compared with conventional generic CF recommendations. Online platforms/retailers with detailed consumer browsing data can implement such recommendations to achieve higher sales.
期刊介绍:
ISR (Information Systems Research) is a journal of INFORMS, the Institute for Operations Research and the Management Sciences. Information Systems Research is a leading international journal of theory, research, and intellectual development, focused on information systems in organizations, institutions, the economy, and society.