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To retain consumer attention and increase purchasing rates, many e-commerce vendors have adopted content-based recommender systems. However, apart from text-based documents, there is little theoretical background guiding element selection, resulting in a limited content analysis problem. Another inherent problem is overspecialization. The purpose of this paper is to establish a value-based recommendation methodology for identifying favorable attributes, benefits, and values on the basis of means-end chain theory. The identified elements and the relationships between them were utilized to construct a recommender system without incurring either problem.

This study adopted soft laddering and content analysis to collect popular elements. The relationships between the elements were established by using a hard laddering online questionnaire. The elements and the relationships were utilized to build a hierarchical value map (HVM). A mathematical model was then devised on the basis of the HVM to predict user preferences of attributes.

The results of a performance comparison showed that the proposed method outperformed the content-based attribute recommendation method and a hybrid method by 39 and 68 percent, respectively.

Although hybrid methods have been proposed to resolve the problem of overspecialization in content-based recommender systems, such methods have incurred “cold start” and “sparsity” problems. The proposed method can provide recommendations without causing these problems while outperforming the content-based and hybrid approaches.

This paper aims to explore coopetition within the entrepreneurial ecosystem and answer the following two fundamental questions: How does coopetition affect the entrepreneurial learning and performance of startups? and What learning strategies should startups adopt to promote their growth in the coopetition activities?

Using the structural equation model and instrumental variable, this study used a sample of 371 startups to test the hypotheses. Data comes from startups in Jiangsu, Shanghai and Zhejiang, China.

This study finds that the coopetition-performance relationship of startups is marginally negative. This study also finds that exploitative learning and exploratory learning positively mediate this relationship. Ecosystem’s social capital can enhance the coopetition-exploration relationship, but the coopetition-exploitation relationship is not affected.

Many studies propose that the coopetition-performance relationship is ambiguous, which makes it meaningful to explore startups individually. Based on the resource-based view and the knowledge-based view, this study deepen the works of Bouncken and Fredrich (2016c), that is, how startups can learn and grow through coopetition activities. This study proposes that coopetition is one of the foundations of the ecosystem and explore the coopetition-performance relationship in this special context. Thus, the present paper adds to the budding literature on the effects of the entrepreneurial ecosystem and to the literature on coopetition.