Purpose

Recommender systems (RS) are designed to communicate with users and drive consumers' engagement with the platform. However, little is known about the strength of this relationship and how RS can create stronger consumer engagement (CE) with the platform brand. Addressing this gap, this paper examines the role of RS in converting consumers' short-term engagement with the RS to their longer-term platform engagement.

Design/methodology/approach

To explore these issues, the authors review key literature in the areas of CE and RS, from which they develop a conceptual framework.

Findings

The proposed framework suggests RS design as an important precursor to consumers' RS use, which is expected to affect their platform engagement/disengagement, in turn impacting the firm's long-term outcomes. The authors also identify key managerial tactics, strategies and challenges to aid the conversion of consumers' RS to CE.

Research limitations/implications

This research raises pertinent implications for research on the RS/CE interface, as synthesized in a proposed research agenda.

Practical implications

Based on the attained insight, authors outline implications for managing, facilitating and leveraging the proposed RS to CE conversion process. Correspondingly, authors argue that, to optimize RS effectiveness, RS designers should understand the nature of CE.

Originality/value

By exploring the effect of consumers' RS on their longer-term CE with the platform, the analyses offer pioneering managerial insight into RS effectiveness from a CE perspective.

中文翻译：

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推荐系统在促进消费者长期平台参与中的作用

目的

推荐系统 (RS) 旨在与用户交流并推动消费者与平台的互动。然而，人们对这种关系的强度以及 RS 如何通过平台品牌创造更强的消费者参与度 (CE) 知之甚少。针对这一差距，本文研究了 RS 在将消费者对 RS 的短期参与转变为他们的长期平台参与方面的作用。

设计/方法/方法

为了探索这些问题，作者回顾了 CE 和 RS 领域的关键文献，并从中开发了一个概念框架。

发现

拟议的框架表明，RS 设计是消费者使用 RS 的重要前兆，预计这将影响他们的平台参与/脱离，进而影响公司的长期成果。作者还确定了帮助消费者将 RS 转换为 CE 的关键管理策略、策略和挑战。

研究限制/影响

这项研究对 RS/CE 接口的研究提出了相关的影响，正如在拟议的研究议程中所综合的那样。

实际影响

基于获得的见解，作者概述了管理、促进和利用拟议的 RS 到 CE 转换过程的含义。相应地，作者认为，为了优化 RS 的有效性，RS 设计者应该了解 CE 的本质。

原创性/价值

通过使用该平台探索消费者的 RS 对其长期 CE 的影响，这些分析从 CE 的角度提供了对 RS 有效性的开创性管理见解。