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sidenav header background[4月18日]管理学workshop
发布日期：2019-04-16 09:28 来源：
Time: April 18th, 2019(Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Luping Sun
Short-term and Long-term Effects of Personalized Online Product Recommendation: Evidence from a Field Experiment
Abstract
Assessing the impacts of personalized online product recommendation (POPR) on retail sales is challenging due to the endogenous nature of recommendation algorithms to consumer past behavior and consumer self-selections in their exposures to recommendations. To address these issues, this paper conducts a randomized field experiment to investigate the short-term and long-term effects of POPR on consumer shopping behavior and retail sales. The field study randomly blocked (but recorded) recommendations to visitors of an online retailer and tracked their behavior for seven months. We find that displaying POPR did not significantly increase consumer purchase probability in the short run, but it could increase the spending of established visitors and induce new visitors to switch from non-recommended products to recommended products. More importantly, POPR increased retail sales in the long run through making consumers visit and purchase more frequently. Further investigation suggests that the enhanced shopping experience from receiving POPR underlies the long-term effect of it.
About the Speaker
Luping Sun is an Associate Professor of Marketing at the Business School, Central University of Finance and Economics. She received her Ph.D. from Guanghua School of Management, Peking University. Her research interests include quantitative marketing models, online marketing, and promotion strategy. Her research has been published in academic journals such as Journal of Retailing , International Journal of Research in Marketing , Decision Sciences , Decision Support Systems , and Journal of International Marketing .
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首页
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教学项目展开 / 收起
sidenav background教学项目
sidenav header background[4月18日]管理学workshop
发布日期：2019-04-16 09:28 来源：
Time: April 18th, 2019(Thursday) 10:00-11:30
Location: Zhifuxuan Meeting Room, National School of Development, Peking University
Speaker: Dr. Luping Sun
Short-term and Long-term Effects of Personalized Online Product Recommendation: Evidence from a Field Experiment
Abstract
Assessing the impacts of personalized online product recommendation (POPR) on retail sales is challenging due to the endogenous nature of recommendation algorithms to consumer past behavior and consumer self-selections in their exposures to recommendations. To address these issues, this paper conducts a randomized field experiment to investigate the short-term and long-term effects of POPR on consumer shopping behavior and retail sales. The field study randomly blocked (but recorded) recommendations to visitors of an online retailer and tracked their behavior for seven months. We find that displaying POPR did not significantly increase consumer purchase probability in the short run, but it could increase the spending of established visitors and induce new visitors to switch from non-recommended products to recommended products. More importantly, POPR increased retail sales in the long run through making consumers visit and purchase more frequently. Further investigation suggests that the enhanced shopping experience from receiving POPR underlies the long-term effect of it.
About the Speaker
Luping Sun is an Associate Professor of Marketing at the Business School, Central University of Finance and Economics. She received her Ph.D. from Guanghua School of Management, Peking University. Her research interests include quantitative marketing models, online marketing, and promotion strategy. Her research has been published in academic journals such as Journal of Retailing , International Journal of Research in Marketing , Decision Sciences , Decision Support Systems , and Journal of International Marketing .
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