Victoria Yoon|R. Eric Hostler|Zhiling Guo|Tor Guimãrães
Assessing the moderating effect of consumer product knowledge and online shopping experience on using recommendation agents for customer loyalty
Virginia Commonwealth University|York College of Pennsylvania|City University of Hong Kong|Tennessee Technological University|Decision Sciences (United States)
social media technologies greatly facilitated creation many types usergenerated information eg product rating information used generate preferencebased recommendation decision support tool recommendation agent ra widely adopted many ecommerce websites impact ras online shopping extensively examined literature however marketing social media perspectives widely adopted cognitiveaffectconativeaction framework customer loyalty tested presence ras moreover little research assessing impact increasing consumer knowledge specific product domains customer satisfaction loyalty based important constructs study proposes empirically tests parsimonious model assessing moderating effect consumer product knowledge online shopping experience using ra customer loyalty results show consumer product knowledge relationship ras recommendations negatively impacts recommendation quality customer satisfaction however consumer online shopping experience significant effect relationship customer satisfaction customer loyalty results make significant contribution better understanding constructs research model provide evidence useful management websites using ras product recommendations