The influence of online product recommendations on consumers’ online choices |
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Authors: | Sylvain Senecal Jacques Nantel |
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Institution: | a HEC Montreal, University of Montreal, 3000 Chemin de la Cote-Sainte-Catherine, Montreal, Que., Canada H3T 2A7 |
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Abstract: | This study investigates consumers’ usage of online recommendation sources and their influence on online product choices. A 3 (websites) × 4 (recommendation sources) × 2 (products) online experiment was conducted with 487 subjects. Results indicate that subjects who consulted product recommendations selected recommended products twice as often as subjects who did not consult recommendations. The online recommendation source labeled “recommender system,” typical of the personalization possibilities offered by online retailing, was more influential than more traditional recommendation sources such as “human experts” and “other consumers”. The type of product also had a significant influence on the propensity to follow product recommendations. Theoretical and managerial implications of these findings are provided. |
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Keywords: | Online product Recommendation Consumers |
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