From Accuracy to Diversity in Product Recommendations: Relationship Between Diversity and Customer Retention

Cited 9 time in webofscience Cited 15 time in scopus
  • Hit : 248
  • Download : 0
Recommending diverse products to consumers is a new strategy for the next generation of recommender systems. However, no existing studies have empirically identified the impact of product diversity on consumer behavior. The aim of this study is to explain how product category diversity affects customer retention rates. To answer this research question, we examine how the number of product categories purchased by consumers is related to customer retention rates at a large digital content distributor. We use panel data consisting of product characteristics, purchase transactions, and customer retention rates from the company. Through segment-level and individual-level panel data analyses, we find that purchase quantity is positively associated with customer retention rates, and that variety of purchased digital content categories is positively associated with customer retention rates. That is, customers who have purchased digital content from multiple categories are more likely to stay longer than those who purchased digital content from a single category or from fewer categories. Put differently, as a complement to the conventional wisdom that just recommending products with similar features that a customer values highly (i.e., similar content from the same category) is important, our results imply that recommending products with different features (i.e., different content across different categories) is also important.
Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Issue Date
2013-12
Language
English
Article Type
Article
Citation

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, v.18, no.2, pp.51 - 71

ISSN
1086-4415
DOI
10.2753/JEC1086-4415180202
URI
http://hdl.handle.net/10203/267476
Appears in Collection
MT-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡ Click to see webofscience_button
⊙ Cited 9 items in WoS Click to see citing articles in records_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0