Combining Different Product Recommendations: Is it Valuable to Present Substitute and Complementary Recommendations Simultaneously?

Horneber D, Meier F, Kaiser C, Unfried M, Laumer S (2025)

Publication Language: English

Publication Type: Conference contribution, Conference Contribution

Publication year: 2025

Conference Proceedings Title: Proceedings of the Thirty-Third European Conference on Information Systems (ECIS 2025)

Event location: Amman, Jordan

URI: https://aisel.aisnet.org/ecis2025/general_track/general_track/7/

Abstract

In e-commerce, different types of recommendations are often used simultaneously on the same site. While their individual effects on product views and sales are known, the effects of combining them are unclear. Drawing on research on consumer preference formation, choice overload, and information foraging theory, we propose three hypotheses to explain how the combination of substitute and complementary recommendations affects product views and sales at the early and the late stage of the purchase process. We propose a randomized between-subjects field experiment in an online shop to empirically test our hypotheses. Our research contributes to the literature on the effectiveness of recommendations in e-commerce by providing a better understanding of how the interaction of different types of recommendations influences product views and sales at different purchase stages. The results of our ongoing research have important implications for e-commerce platforms on how to effectively employ different types of recommendations.

Authors with CRIS profile

David Horneber Schöller Endowed Chair for Information Systems (Digitalization in Business and Society) Florian Meier Schöller Endowed Chair for Information Systems (Digitalization in Business and Society) Sven Laumer Schöller Endowed Chair for Information Systems (Digitalization in Business and Society)

Involved external institutions

Nuremberg Institute for Market Decisions / Nürnberg Institut für Marktentscheidungen e.V.

Germany (DE)

How to cite

APA:

Horneber, D., Meier, F., Kaiser, C., Unfried, M., & Laumer, S. (2025). Combining Different Product Recommendations: Is it Valuable to Present Substitute and Complementary Recommendations Simultaneously? In Proceedings of the Thirty-Third European Conference on Information Systems (ECIS 2025). Amman, Jordan.

MLA:

Horneber, David, et al. "Combining Different Product Recommendations: Is it Valuable to Present Substitute and Complementary Recommendations Simultaneously?" Proceedings of the European Conference on Information System, Amman, Jordan 2025.

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