Corresponding Author

Tianlong Gu

Document Type



As a kind of digital marketing technology, recommender systems (RSs) have already been widely applied for online retailers. Empirical studies have proved that RSs can increase the number of items sold, sell more diverse items, increase the user satisfaction and user fidelity and so on. However, our understanding of the marketing effects of RSs is still fragmented. Few comprehensive literature reviews has been published. This paper mainly reviews and synthesizes extant related literature in the last five years on the marketing effects of RSs, specifically focuses on how RSs influence consumers’ decision quality ,product demand and retailer profits in e-commerce market and e-commerce companies. From the angles of consumer behavior and marketing strategies, this study aims to discuss the positive and negative impacts which RSs bring to consumer and its providers, and presents some suggestions and potential directions for future research on RSs.