Effect of product recommendation type and focal goal importance on consumer purchase intention
Libin Chen,
Shuo Wang,
Ke Ma
et al.
Abstract:Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation type and consumer’s focal goal importance on initial product purchase intention and cross-buying intention.Design/methodology/approach: Four studies were used to examine the hypotheses, including three experimental studie… Show more
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