EXPRESS: Consumer Social Connectedness and Persuasiveness of Collaborative-Filtering Recommender Systems: Evidence from an Online-to-Offline Recommendation App

IF 5.4 3区 材料科学 Q2 CHEMISTRY, PHYSICAL
Panagiotis Adamopoulos, Vilma Todri
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引用次数: 0

Abstract

Consumers often rely on their social connections or social technologies, such as (automated) system-generated recommender systems, to navigate the proliferation of diverse products and services offered in online and offline markets and cope with the corresponding choice overload. In this study, we investigate the relationship between the consumers’ social connectedness and the economic impact of recommender systems. Specifically, we examine whether the social connectedness levels of consumers moderate the effectiveness of online recommendations toward increasing product demand levels. We study this novel research question using a combination of datasets and a demand-estimation model. Interestingly, the empirical results show a positive moderating effect of social connectedness on the demand effect of online-to-offline recommendations. Further delving into the findings, we also provide empirical evidence that social identification might explain why denser social connectedness with local users accentuates the effects of collaborative filtering online-to-offline recommendations. Our study enhances the understanding of community factors affecting the efficacy of social technologies in multi-channel operations while also extending the social identity theory in operations in the digital realm. The results also have intriguing operational implications for operations managers and practitioners, while suggesting several interesting avenues for future research on social technologies and operations management.
EXPRESS:消费者社交关系与协作过滤推荐系统的说服力:来自在线到离线推荐应用程序的证据
消费者往往依赖于他们的社会关系或社会技术,如(自动)系统生成的推荐系统,来浏览在线和离线市场上层出不穷的各种产品和服务,并应对相应的选择超载问题。在本研究中,我们探讨了消费者的社会联系与推荐系统的经济影响之间的关系。具体来说,我们研究了消费者的社会联系水平是否会调节在线推荐对提高产品需求水平的有效性。我们利用数据集和需求估计模型对这一新颖的研究问题进行了研究。有趣的是,实证结果表明,社交关系对线上到线下推荐的需求效应具有积极的调节作用。进一步深入研究发现,我们还提供了实证证据,证明社会认同可以解释为什么与本地用户的社会联系越紧密,协同过滤在线到离线推荐的效果就越突出。我们的研究加深了人们对影响社交技术在多渠道运营中功效的社区因素的理解,同时也扩展了数字领域运营中的社会认同理论。研究结果还对运营经理和从业人员产生了耐人寻味的运营影响,同时为社交技术和运营管理的未来研究提出了几条有趣的途径。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
ACS Applied Energy Materials
ACS Applied Energy Materials Materials Science-Materials Chemistry
CiteScore
10.30
自引率
6.20%
发文量
1368
期刊介绍: ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.
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