The effect of perceived usefulness of recommender systems and information sources on purchase intention

Abstract

PurposeThe current study aims to empirically analyze the influence of different information sources, together with the persuasiveness of recommender systems (RSs) on the consumer’s purchase intention (PI). It also expands the research on RSs from the point of view of consumer behavior and psychology, considering perceived usefulness and relevance. In addition, it analyzes how different types of personalized recommendations, along with non-personalized ones, influence PI.Design/methodology/approachThe proposed model has been validated using partial least squares structural equation modeling (PLS-SEM), based on the data collected from 597 online shoppers.FindingsThis study proves that both information search and RSs influence PI, being complementary rather than mutually exclusive. Recommender systems’ findings indicate that the PI is primarily influenced by the perceived relevance of RSs, the information provided by manufacturers and reviews. Moreover, only the influence of the perceived usefulness of personalized recommendations strongly affects PI. Conversely, non-personalized recommendations do not affect PI.Practical implicationsDevelopers should focus on increasing the perceived usefulness and relevance of RSs. Thus, they could adopt the hybridization of RSs with the aggregation of both personal shopping behavior and social network contacts. It should integrate information signals from multiple sources to include sentiment extracted from reviews or links to the manufacturer’s page. Furthermore, the recommendation of discounted products must be only for products preferred by customers, because only these influence the PI.Originality/valueThis research provides a structural model that examines together, for the first time, the influence on the PI of the main RSs and sources of information.

Social Media Advertisements and Purchase Intention: Attitude as a Mediator

“…Hanaysha [31] suggests perceived usefulness of advertisements stands as a core factor in evaluation of advertisement's value by consumers. In the context of social media advertisements, Mecan & Sitar [27] in a study conducted in Romania reported perceived usefulness of social media advertisements exhibiting positive relationship with purchase intention. In another study conducted by Hanaysha [31] conducted in United Arab Emirates on perceived usefulness of social media advertisements of fast foods, perceived usefulness of ads was reported sharing significant positive relationship with purchase intention.…”

“…The overall value of social media advertisements is assessed by consumers differently [24]. Several scholars [26,24,27] have suggested the overall value of social media advertisements comprises of advertisement's perceived usefulness, advertisement's entertainment and advertisement's irritation. Some scholars e.g.…”

“…Mulyani et al [29] suggests when advertisements are perceived relevant and full of useful information it itself helps in inducing purchase intention among consumers. Several studies [27,31,3] have found that when advertisements are perceived as providing useful and correct information relevant to the needs of consumers it helps in triggering purchase intention. Hanaysha [31] suggests perceived usefulness of advertisements stands as a core factor in evaluation of advertisement's value by consumers.…”

Adaptive KNN-Based Extended Collaborative Filtering Recommendation Services

“…They provided insights into different techniques and approaches, to enhance the accuracy and effectiveness of recommendation systems in diverse domains. Mican and Sitar-Taut [28] examined how the perceived value of information sources and recommendation systems affected the buying propensity of consumers. An attention-based dynamic user modeling and deep collaborative filtering recommendation technique was proposed by Wang et al [29].…”

Determinant of Interest in Using Financial Technology Applications

“…Perceived usefulness has a positive and significant effect on behavioral intention to use mobile banking (Paramita & Hidayat, 2023). Mican and Sitar-Taut (2023) stated that the influence of the perceived usefulness of personalized recommendations strongly affects purchase intention for online shoppers.…”