Assessing the Impact of Recommendation Novelty on Older Consumers: Older Does Not Always Mean the Avoidance of Innovative Products
Li Zhao,
Bing Fu
Abstract:Personalized recommendations that use digital technologies to predict user interests and preferences and give guiding conclusions have become a widely used digital marketing tool on e-commerce platforms. Given that existing consumer behavior research has not reached a consensus on the relationship between age and the adoption of innovative products, whether recommendation novelty can stimulate older consumers’ acceptance of innovative products remains uncertain. Grounded in the aging and social influence liter… Show more
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