The Influential Role of Trust in Understanding Online Product Recommendation System

Priyadarsini Patnaik () and Biswajeet Patnaik ()
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Priyadarsini Patnaik: Birla Global University
Biswajeet Patnaik: KIIT University

A chapter in Future of Work and Business in Covid-19 Era, 2022, pp 155-170 from Springer

Abstract: Abstract Artificial intelligence-driven online product recommender (OPR) system is integrated with technology to interact and engage with actual and potential customers. So, marketers must understand how the consumer’s form their purchase intentions and their buying behaviour while they get recommendations from online product recommenders. Despite having greater access to information, customers still avoid online shopping and are reluctant to use online product recommendations due to a lack of trust. So, developing and maintaining a trust mechanism towards online product recommenders is very essential for success in digital commerce and to maintain long-lasting ties with online buyers. This study is aimed at exploring the impact of trust in online product recommender systems. In this study, survey data was analysed and a research model was proposed based on the hypothesis. The findings revealed that trust is the most significant element in online shopping, and if trust on OPR is higher, the purchase intention is also higher. The study provides guidance towards measuring the effectiveness of online product recommenders which will help marketers and researchers to understand the significant influence of trust on OPR.

Keywords: AI; OPR; Purchase intention; Trust (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-19-0357-1_14

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DOI: 10.1007/978-981-19-0357-1_14

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