2016/06/04 by Hui Zhu, Zherui Yang, Zhu, Hui +8
Business, Management and Accounting · Decision Sciences · Social Sciences · #Computers and Society (cs.CY) #Consumer Behavior in Brand Consumption and Identification #Consumer Retail Behavior Studies #Digital Marketing and Social Media #FOS: Computer and information sciences #Technology Adoption and User Behaviour
paper · pdf · doi:10.48550/arxiv.1606.01349
openalex publication_date 2016/06/04 · openalex created_date 2019/07/30 · openalex updated_date 2026/07/28
The usage of recommendation agents (RAs) in the online marketplace can help\nconsumers to locate their desired products. RAs can help consumers effectively\nobtain comprehensive product information and compare their candidate target\nproducts. As a result, RAs have affected consumers shopping behaviour. In this\nstudy, we investigate the usage and the influence of RAs in the online\nmarketplace. Based on the Stimulus-Organism-Response (SOR) model, we propose\nthat the stimulus of using RAs (informativeness, product search effectiveness\nand the lack of sociality stress) can affect consumers attitude (perceived\ncontrol and satisfaction), which further affects their behavioural outcomes\nlike impulsive purchase. We validate this research model with survey data from\n157 users of RAs. The data largely support the proposed model and indicate that\nthe RAs can significantly contribute to impulsive purchase behaviour in online\nmarketplaces. Theoretical and practical contributions are discussed.\n