DEVELOPMENT OF MEASUREMENT SCALE FOR PERSONALIZED RECOMMENDED PRODUCT ACCEPTANCE (PRPA-SCALE)

Ampadu Seth (), Yuanchun Jiang, Samuel Adu Gyamfi, Debrah Emmanuel and Eric Amankwa
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Ampadu Seth: Hefei University of Technology, Hefei 230009, Anhui, China
Yuanchun Jiang: Hefei University of Technology, Hefei 230009, Anhui, China
Samuel Adu Gyamfi: Akenten Appiah-Menka University of skills Training and Entrepreneurial Development (AMMUSTED)
Debrah Emmanuel: University of Professional Studies, Ghana
Eric Amankwa: Presbyterian University College, Ghana

Malaysian E Commerce Journal (MECJ), 2022, vol. 6, issue 2, 76-85

Abstract: ersonalized recommendation (PR) system has been established to enhance consumers experience by suggesting products for consumers. Researches in PR mostly focus on the PR “system” acceptance but not the “actual product” acceptance. Therefore, this research aims to develop an instrument that measures the psychometric indicators of personalized product recommended acceptance. The sample size for the study were made up of (N=521) consumers from various accessible online marketplace in Ghana (jumia, kikuu, tonaton, jiji, amazon, eBay, aliexpress, alibaba, and other platforms) who represent the end-users of the e-tailers recommendation system. The study was quantitative in nature. In an attempt to evaluate the Personalized Recommended Product Acceptance Scale (PRPA-SCALE), an instrument was developed then submitted to 1 psychologist, 2 Marketing experts and 2 consumer behaviour researchers to test and rate items developed for the study. The EFA and CFA were performed to validate the instrument. The finding indicated significant content validity and further provided evidence of a good model fit for the five factors extracted constructs ((Price consciousness (5 items), Product Review factor (6 items), Brand Influence (5 items), Perceived Quality (6 items) and E-tailers Promotional Factor (8 items)). To the best of our knowledge, the PRPA-scale is the first scale robustly developed to measure personalized product recommendation acceptance. This also set the foundation for future research in the area of consumers’ purchase decision processes towards recommended products.

Keywords: Price consciousness; Product review stimuli; Brand Influence; Perceived Quality; Promotion. (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zib:zbmecj:v:6:y:2022:i:2:p:76-85

DOI: 10.26480/mecj.02.2022.76.85

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