Yongjun Li, Yunjuan Zhang, and Hanbing Xue

School of Management, University of Science and Technology of China, Hefei 230026, China

Graphical abstract

The effects of e-cart recommendation of entertainment products on consumer responses.All hypotheses are supported.

Public summary

■ This study explores the effects of e-cart recommendation on consumer responses in the field of entertainment products.

■ For entertainment products, e-cart recommendation has a positive impact on consumer responses relative to homepage recommendation.

■ The positive effect of e-cart recommendation declines when the cart is of more products.

■ The positive effect of e-cart recommendation increases when the recommended products are offered to more active consumers.