Measuring the Value of Recommendation Links on Product Demand

Every major e-commerce site recommends related products on a product’s page. According to a McKinsey & Company retail report, 35% of what consumers purchase on Amazon and 75% of what they watch on Netflix come from product recommendations based on sophisticated predictive algorithms.

• 저널Information Systems Research · 30(3) · 819–838
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/isre.2018.0833
• 저자Anuj Kumar, Kartik Hosanagar