The Little Bid More, the Merrier? Quantifying the Effects of Filler-Item Recommendations in Contingent Free Shipping

Lu, Tian; Lu, Xianghua; Dou, Yifan

doi:10.1016/j.elerap.2023.101299

Cited by 1 publication

(1 citation statement)

References 57 publications

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“…Indeed, extant research has shown that these might have different impacts on consumer online shopping decisions. For instance, researchers have found that product recommendations on a shopping cart check-out page can lead to more purchase behaviors (Lu et al, 2023). Moreover, the current research investigates only certain product categories and future investigations should explore additional product categories (e.g., clothing, sport equipment) to enhance the validity of our study findings.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 92%

It is a match! The effect of regulatory fit on new products recommendations

Zhang,

Balaji,

Luo

et al. 2024

Psychology and Marketing

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Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click‐through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click‐through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click‐through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click‐through intentions relationship. Study 3 found that regulatory fit increases click‐through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click‐through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.

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Section: Limitations and Future Research Directionsmentioning

confidence: 92%