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Frontiers: Recommending What to Search: Sales Volume and Consumption Diversity Effects of a Query Recommender System

Author

Listed:
  • Shuang Zheng

    (School of Economics and Management, Dalian University of Technology, Dalian City 116024, China)

  • Siliang (Jack) Tong

    (Nanyang Business School, Nanyang Technological University, Singapore 639798)

  • Hyeokkoo Eric Kwon

    (Nanyang Business School, Nanyang Technological University, Singapore 639798)

  • Gordon Burtch

    (Questrom School of Business, Boston University, Boston, Massachusetts 02215)

  • Xianneng Li

    (School of Economics and Management, Dalian University of Technology, Dalian City 116024, China; and Institute for Advanced Intelligence, Dalian University of Technology, Dalian City 116024, China)

Abstract

This study examines the impact of a query recommender system on user search behavior, sales volume, and consumption diversity within a leading mobile food delivery app in Asia. We find that access to a query recommender increases consumer purchase volumes by 1%–2% over 30 days while broadening consumption diversity at both the individual and market levels. Exploring the mechanisms by which these effects arise, we highlight the complementary, balancing role of query auto-completion features. Whereas the query recommender helps to expand a user’s consideration set by suggesting alternative and adjacent queries, the auto-complete feature helps to extend and refine the queries in a personalized manner. Our findings highlight the potential of query recommenders for increasing demand while enhancing consumer exploration and consumption diversity, particularly when deployed in tandem with auto-complete. Our study contributes to the literature on search behavior and recommendation systems, offering actionable insights for platform managers into the strategic design and integration of query recommenders to improve user engagement and market outcomes.

Suggested Citation

  • Shuang Zheng & Siliang (Jack) Tong & Hyeokkoo Eric Kwon & Gordon Burtch & Xianneng Li, 2025. "Frontiers: Recommending What to Search: Sales Volume and Consumption Diversity Effects of a Query Recommender System," Marketing Science, INFORMS, vol. 44(3), pages 516-524, May.
    • Handle: RePEc:inm:ormksc:v:44:y:2025:i:3:p:516-524
    DOI: 10.1287/mksc.2024.1121
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