the mediation effect of trusting beliefs on the relationship between expectation-confirmation and satisfaction with the usage of online product recommendation
Abstract
Online Product Recommendations (OPRs) are increasingly available to online
customers as a value-added self-service in evaluating and choosing a product.
Research has highlighted several advantages that customers can gain from using
OPRs. However, the realization of these advantages depends on whether and to
what extent customers embrace and fully utilise them. The relatively low OPR usage
rate indicates that customers have not yet developed trust in OPRs’ performance.
Past studies also have established that satisfaction is a valid measure of system
performance and a consistent significant determinant of users’ continuous system
usage. Therefore, this study aimed to examine the mediation effect of trusting
beliefs on the relationship between expectation-confirmation and satisfaction. The
proposed research model is tested using data collected via an online survey from
626 existing users of OPRs. The empirical results revealed that social-psychological
beliefs (perceived confirmation and trust) are significant contributors to customer
satisfaction with OPRs. Additionally, trusting beliefs partially mediate the impact
of perceived confirmation on customer satisfaction. Moreover, this study validates
the extensions of the interpersonal trust construct to trust in OPRs and examines
the nomological validity of trust in terms of competence, benevolence, and
integrity. The findings provide a number of theoretical and practical implications.
Citation
ID:
220110
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0x95644003c57E6F55A65596E3D9Eac6813e3566dA
Article ID:
220110
Unique Identifier:
10.21002/seam.v10i1.7706
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Scimatic Chain (ID: 481)
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