System- vs. consumer-generated recommendations: affective and social-psychological effects on purchase intention

Muhammad Ashraf, Noor Ismawati Jaafar and Ainin Sulaiman

Behaviour and Information Technology, 2019, vol. 38, issue 12, 1259-1272

Abstract: Although online product recommendation (OPR) is important in e-commerce transactions, there is a little understanding about differential impact of different recommendations. This study aims to examine the distinct effects of system-generated recommendation (SGR) and consumer-generated recommendation (CGR) on affective and social-psychological beliefs of OPR evaluation and to assess how they mediate the impact of OPR usage on purchase intentions. Results of a cross-sectional survey with 482 Amazon consumers showed that users of CGR express significantly higher trusting beliefs than users of SGR, while users of SGR elicit greater perceived enjoyment than users of CGR, resulting in mediating effect on purchase intentions. Moreover, CGRs were found to elicit greater trusting beliefs for experience products, while SGRs were found to unfold greater perceived enjoyment for search products.

Date: 2019
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DOI: 10.1080/0144929X.2019.1583285

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