Consequences of personalized product recommendations and price promotions in online grocery shopping

被引：28
|
作者：
Hallikainen, Heli [1 ]
Luongo, Milena [1 ]
Dhir, Amandeep [2 ,3 ,4 ]
Laukkanen, Tommi [1 ]
机构：
[1] Univ Eastern Finland, Business Sch, PL 111, Joensuu 80101, Finland
[2] Univ Agder, Sch Business & Law, Dept Management, Kristiansand, Norway
[3] Norwegian Sch Hotel Management, Fac Social Sci, Stavanger, Norway
[4] North West Univ, Optentia Res Focus Area, Vanderbijlpark, South Africa
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2022年 / 69卷
关键词：
Personalized recommendations and pricing; Online grocery retailing; Customer loyalty; COMMON METHOD VARIANCE; CUSTOMER LOYALTY; DECISION-MAKING; E-COMMERCE; RETAIL; SATISFACTION; FUTURE; DETERMINANTS; PERCEPTIONS; FAMILIARITY;
D O I：
10.1016/j.jretconser.2022.103088
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Shopping convenience can be turned into a competitive advantage for online grocery retailers. Consequently, we study how personalized product recommendations (recommendation agents) and price promotions (algorithmic pricing) compensate for the negative impact that consumer's perceived cognitive effort causes on loyalty. By default, the relationship from perceived cognitive efforts to attitudinal and behavioral loyalty is negative, yet these results demonstrate that personalized price promotions lessen the negative impact, while personalized product recommendations do not have such an influence. The findings contribute to a better understanding of personalized marketing activities in today's data-driven online grocery retailing.
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页数：10
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