Title: Customer perceptions and sustained usage of recommender systems

Authors: Anyuan Shen, A. Dwayne Ball

Addresses: School of Business, State University of New York, 1 Hawk Drive, New Paltz, NY 12561, USA. ' Marketing Department, University of Nebraska, 12th Street Lincoln, NE 68588, USA

Abstract: Service firms (e.g., Amazon, Netflix) testify that recommender systems earn repeat purchases, reduce customer churn, and sharpen competitive edges. However, little is known about why customers will keep using a company|s recommender system. We conceptualise that customer perceptions of accuracy, benevolence and process value may affect sustained usage. We also explored the roles of preference stability and privacy concerns. We surveyed customers who had used recommender systems. Surprisingly, perceptions of benevolence and process value, rather than accuracy, drive sustained usage behaviour. Results fail to support the effects of preference stability or privacy concerns. Implications for research and businesses are discussed.

Keywords: recommender systems; sustained usage; accuracy; benevolence; process value; preference stability; privacy concerns; customer perceptions; e-business; electronic business.

DOI: 10.1504/IJEB.2009.029056

International Journal of Electronic Business, 2009 Vol.7 No.6, pp.642 - 663

Published online: 29 Oct 2009 *

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