| 總結: | Immense product choices, the complexity, and enormous amount of information available
on business to consumer (B2C) e-commerce site challenge customers’ limited
information processing capabilities, and identifying a product which fits their need is not
an easy job. There is also consumers’ dilemma of wanting to have more information on
the one hand and being overloaded with too much information on the other hand.
Therefore, to help consumers deal with this dilemma, e-retailers are increasingly
equipping their e-commerce sites with distinct product recommender systems to provide
highly personalized product recommendations, and assistance in searching, comparing,
and evaluating product information. The online product recommendation (OPR) also
consisting of past consumer recommendations in the form of product ratings and reviews,
which pursued the customers to buy recommended products. It subsequently can be
resulted in higher consumer spending and improved retention rate. However, drawing
benefits out of these advantages depends on whether and to what extent consumers
embrace and fully utilise OPR. The current percentage of Amazon sales based on OPR
usage indicated that a large proportion of online consumers are not using OPR for their
online buying decision given the fact that they have not yet developed trust in OPR.
Nevertheless, no matter how useful OPR is, a critical issue is whether consumers accept
and continue OPR use. This is an important yet neglected issue in existing OPR research.
Therefore, the current study develops an integrated research model to investigate salient
determinants of OPR continuous usage intention and to understand how they influence
the dependent variable. With regards to that, this study specifies four research issues. First, to identify the factors that can be used as surrogate measure of OPR performance in terms of OPR usage outcomes. Second, to identify the factors that measure the consumers’ OPR evaluation beliefs in terms of their instrumental, social-psychological, and affective beliefs. Third,
to ascertain how the consumers’ perception of OPR performance influences their
behavioural intention towards OPR continuous usage. Fourth, to examine the impact of
OPR evaluation factors on consumers’ perception of OPR performance. However, four
theoretical models; IS continuance model, effort-accuracy model, theory of trust
formation, and flow theory, were adopted and integrated to describe the causal linkages
between the determinants of OPR performance and OPR continuous usage intention.
Subsequently, six main hypotheses were developed and tested based on the integrated
research model. A questionnaire that reflects the research constructs is developed to collect the primary
data for this study. The data were collected from 626 Amazon customers who have used
OPR for their buying decision over at least six months. Since this study is quantitative
with a deductive approach, it employs Partial Least Squares-Structural Equation
Modelling (PLS-SEM) to validate and confirm research model by testing the relationships
that were hypothesized. The findings of this study provide empirical evidences on the
salient determinants of OPR continuous usage intention. The PLS results showed that all
evaluation factors (i.e. ease of use, usefulness, confirmation, trust, and enjoyment) have
statistically proven significant impact on OPR performance, except perceived ease of use.
Furthermore, the study findings approve the influence of OPR performance on
consumers’ OPR continuous usage intention for future buying decision. The findings
indicated that consumers’ perceived decision effort, decision quality, and satisfaction
representing OPR performance are direct determinants of OPR continuous usage
intention and indirect measure of actual OPR continuous usage behaviours. Finally,
research implications, limitations, and future researches are highlighted.
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