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Broschiertes Buch

Product Recommendations and Cross-Selling. Recommendation Forms, Product Categories and Product Familiarity

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Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Nanjing University, language: English, abstract: In this study, we aim to investigate how two different types of online recommender systems affect the cross-selling of a retailer on a website using the online recommender systems. Furthermore, this will give us the chance to study the direct effect of targeting on cross-selling. Different from the previous studies, this study will mainly focus on two aspects.On the one hand, the online recommender systems will be divided into...