The Role of Consumer Participation in Using Online Recommendation Agents: Satisfaction, Trust, and Purchase Intentions

Abstract: Recommendation agents are gaining greater importance in today’s online shopping environment. The extant literature offers many insights; however, the role of consumer participation in using online recommendation agents is largely ignored. Drawing upon existing research on recommendation agents and offline research on customer participation, satisfaction, and trust, we build relevant propositions to address this gap in the literature. Specifically, we propose that consumer participation in using recommendation agents will strongly influence purchase intentions through the mediating effects of satisfaction and trust, and we discuss the implications of this proposed conceptual model.   

Co-Author:   Pratibha A. Dabholkar  



Source: Proceedings of the Consumer Satisfaction, Dissatisfaction, and Complaining Behavior Conference, 2008, Las Vegas, NV: CS/D&CB, Inc. and the Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 209-214

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