Consumer initial acceptance and continued use of recommendation agents: literature review and proposed conceptual framework Online publication date: Wed, 14-Jan-2015
by Xiaojing Sheng; Jianzhi Li; Mohammad Ali Zolfagharian
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 2, 2014
Abstract: Recommendation agents (RAs) are increasingly available to consumers as a value-added self-service technology. Research suggests a variety of benefits that consumers can gain from using RAs. Nevertheless, no matter how useful they are, a critical issue is whether consumers accept and adopt the RA technology. Further, do consumers continue to use RAs after the initial acceptance and adoption? This is an important yet neglected issue in existing RA research. To fill this void in the literature, the current research develops a conceptual framework comprising a base model of RA initial acceptance and adoption and the RA use continuance model. Whereas the base model summarised significant predictors of RA initial acceptance and adoption, the RA use continuance model mapped out different processes by which prior use of an RA could influence continued use of the RA in the future. Implications for practitioners, limitations, and future research are discussed as well.
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