6533b830fe1ef96bd12971b1

RESEARCH PRODUCT

Consequences of personalized product recommendations and price promotions in online grocery shopping

Heli HallikainenMilena LuongoAmandeep DhirTommi Laukkanen

subject

Marketing:Samfunnsvitenskap: 200 [VDP]VDP::Teknologi: 500::Informasjons- og kommunikasjonsteknologi: 550

description

Shopping convenience can be turned into a competitive advantage for online grocery retailers. Consequently, we study how personalized product recommendations (recommendation agents) and price promotions (algorithmic pricing) compensate for the negative impact that consumer's perceived cognitive effort causes on loyalty. By default, the relationship from perceived cognitive efforts to attitudinal and behavioral loyalty is negative, yet these results demonstrate that personalized price promotions lessen the negative impact, while personalized product recommendations do not have such an influence. The findings contribute to a better understanding of personalized marketing activities in today's data-driven online grocery retailing.

yearjournalcountryeditionlanguage
2022-11-01Journal of Retailing and Consumer Services
https://doi.org/10.1016/j.jretconser.2022.103088