Title: Consumer initial acceptance and continued use of recommendation agents: literature review and proposed conceptual framework

Authors: Xiaojing Sheng; Jianzhi Li; Mohammad Ali Zolfagharian

Addresses: Department of Marketing, The University of Texas-Pan American, 1201 West University Drive, Edinburg, TX 78539-2999, USA ' Department of Manufacturing Engineering, The University of Texas-Pan American, 1201 West University Drive, Edinburg, TX 78539-2999, USA ' Department of Marketing, The University of Texas-Pan American, 1201 West University Drive, Edinburg, TX 78539-2999, USA

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.

Keywords: e-commerce recommendation agents; initial acceptance; adoption; continued use; trust; attitude-behaviour relations; theory of reasoned action; TRA; technology acceptance model; TAM; electronic commerce; consumer acceptance; literature review; use continuance.

DOI: 10.1504/IJEMR.2014.066467

International Journal of Electronic Marketing and Retailing, 2014 Vol.6 No.2, pp.112 - 127

Received: 10 Dec 2013
Accepted: 21 Aug 2014
Published online: 14 Jan 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article