He, Yuan and Ashraf, Muhammad and Sharif, Wareesa and Abbas, Mazhar and Raza, Arslan and Jaafar, Noor Ismawati and Sulaiman, Ainin and Thurasamy, Ramayah and Shabbir, Muhammad Salman (2023) Impact of system- vs. consumer- generated recommendations on decision factors: A differential, moderating and mediating perspective. Current Psychology, 42 (9). pp. 6948-6962. ISSN 1046-1310, DOI https://doi.org/10.1007/s12144-021-02119-2.
Full text not available from this repository.Abstract
Online product recommendation (OPR) plays critical role in purchasing products, but less attention has been given to examine the differential impact of distinct recommendation sources on customer's decision beliefs and behaviour. This study investigates and unfolds the distinct effects of system generated recommendation (SGR) and consumer generated recommendation (CGR) on customers' decision effort and decision quality along with the analysis of their mediating effects on OPR reuse and purchase intentions. The study tests a conceptual model based on effort-accuracy model linking SGR and CGR to perceived decision effort and decision quality in two different product settings (search versus experience products). An online survey is conducted with Amazon customers and results of valid 482 responses reveal that users of CGR (compared to SGR) express higher decision quality, while SGR (compared to CGR) is more effective in minimizing users' decision effort. Decision factors subsequently mediate the effects of OPR use on OPR reuse and purchase intentions. Further, CGR is found to elicit higher decision quality for experience products, while SGR is effective in minimizing decision effort for search products.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | System verses consumer generated recommendation; Decision effort; Decision quality; OPR reuse intention; Purchase intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > Business cycles. Economic fluctuations |
| Divisions: | Faculty of Business and Economics Faculty of Business and Economics > Dept of Operations and Management Information Systems |
| Depositing User: | Ms Zaharah Ramly |
| Date Deposited: | 09 Nov 2024 07:15 |
| Last Modified: | 09 Nov 2024 07:15 |
| URI: | http://eprints.um.edu.my/id/eprint/39625 |
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