Ecosystem Bundling Promotion and Consumers’ Product Evaluation: Evidence from Amazon Devices

2021 | International Conference on Information Systems | Citations: 0

Authors: GAO, YUTING; Luo, Kai; Teo, Hock-Hai

Abstract: Many e-commerce platforms develop product ecosystems to capture and retain cons ... Expand

Abstract: Many e-commerce platforms develop product ecosystems to capture and retain consumers. A product ecosystem consists of focal products, complementary products and supporting services, to deliver an entire experience to the consumers. Using the example of Amazon Devices, the authors explore how ecosystem bunding promotion affects consumers' product evaluation. Results show that, compared to consumers who purchased the products themselves, those who got the same products for free through ecosystem bundling promotion tend to write longer and more positive product reviews, but give lower product ratings. Besides, the negative effect of ecosystem bunding promotion on product ratings is stronger for low-involvement products than for highinvolvement products. In the future, we plan to explore how consumers' evaluation of a bundled product may affect their perceptions of other products in the ecosystem. This research will enhance our understanding of the product ecosystem and how the elements within the same ecosystem are connected. Collapse

Topics: digital ecosystem word of mouth smart TV Amazon Music digital service

Methods: product review sentiment analysis natural language processing classification method field experiment