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Data modalities, consumer attributes and recommendation performance in the fashion industry

Author

Listed:
  • Sylwia Sysko-Romańczuk

    (Warsaw University of Technology, Management Faculty)

  • Piotr Zaborek

    (Warsaw School of Economics, Collegium of World Economy, Department of International Business)

  • Anna Wróblewska

    (Warsaw University of Technology, Faculty of Mathematics and Information Science)

  • Jacek Dąbrowski

    (Synerise SA)

  • Sergiy Tkachuk

    (Systems Research Institute of Polish Academy of Sciences)

Abstract

This paper investigates determinants of recommendation systems’ performance in an online experiment in a large European Internet footwear store. By combining transactional data and archival customer records, a unique database was compiled from which proxy variables were extracted to represent dimensions of consumer loyalty and shopping involvement. These variables were combined in regression analysis with technical characteristics of two types of algorithms employed for generating recommendations: the EMDE algorithm, relying on the LSH method, and the industry-standard CF-RS. Statistical analysis reveals that recommendations are more successful when visual data modality is combined with behavioural data. Better recommendation performance was found to be associated with lower levels of consumer involvement in shopping, as well as higher levels of trust and engagement with the vendor. Experience with the vendor showed a negative correlation with recommendation performance through both its main effect and by its interactions with other consumer-related variables.

Suggested Citation

  • Sylwia Sysko-Romańczuk & Piotr Zaborek & Anna Wróblewska & Jacek Dąbrowski & Sergiy Tkachuk, 2022. "Data modalities, consumer attributes and recommendation performance in the fashion industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1279-1292, September.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:3:d:10.1007_s12525-022-00579-3
    DOI: 10.1007/s12525-022-00579-3
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    References listed on IDEAS

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    Cited by:

    1. Rainer Alt, 2022. "Electronic Markets on platform culture," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1019-1031, September.

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    More about this item

    Keywords

    Data modalities; Online recommendation system performance; Consumer loyalty; Shopping involvement; Fashion industry;
    All these keywords.

    JEL classification:

    • C45 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Neural Networks and Related Topics
    • C55 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Large Data Sets: Modeling and Analysis
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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