Complements and substitutes in online product recommendations: The differential effects on consumers’ willingness to pay

• Published in: Information & management Vol. 57; no. 6; p. 103341
• Main Authors: Zhang, Mingyue, Bockstedt, Jesse
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.09.2020
• Subjects: Complements; Decision stage; Laboratory experiments; Online product recommendations; Substitutes; Willingness to pay; Substitutes; Online product recommendations; Decision stage; Willingness to pay; Laboratory experiments; Complements

Online product recommendations have been shown to influence consumers’ preferences and purchasing behaviors for recommended products. However, it remains an open empirical question whether and how recommendations of other products affect a consumer’s economic behavior for a focal product. In many e-...