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The Mediation Effect Of Trusting Beliefs On The Relationship Between Expectation-Confirmation And Satisfaction With The Usage Of Online Product Recommendation, Muhammad Ashraft, Noor Ismawati Jaafart, Ainin Sulaiman

The South East Asian Journal of Management

Online Product Recommendations (OPRs) are increasingly available to online customers as a value-added self-service in evaluating and choosing a product. Research has highlighted several advantages that customers can gain from using OPRs. However, the realization of these advantages depends on whether and to what extent customers embrace and fully utilise them. The relatively low OPR usage rate indicates that customers have not yet developed trust in OPRs’ performance. Past studies also have established that satisfaction is a valid measure of system performance and a consistent significant determinant of users’ continuous system usage. Therefore, this study aimed to examine the mediation …