Consumers' psychological outcomes linked to the use of an online store's recommendation system
Purpose Psychological perspective has been omitted or considered a secondary issue by past studies focused on e commerce recommendation systems (RS) However, this perspective is key to gaining a better understanding of consumer behaviours when these systems are used to support purchasing processes at online stores. The paper aims to discuss these issues. Design/methodology/approach The field study consisted of a simulated online shopping process undertaken by a sample of internet users with a recommender system at a real online store (Pixmania) The authors applied rigorous and detailed exploratory and confirmatory factor analyses to assess the empirical validity of the model. Findings The proposed sequence of psychological outcomes is valid, with the exception of one hypothesized relationship. In particular, satisfaction with an online store's recommender has a strong influence on a consumer's willingness to purchase one of the items related to his/her shopping goal. However, this satisfaction has.
Internet Res.