Physical Sciences and Mathematics Commons^™

Assessing The Moderating Effect Of Consumer Product Knowledge And Online Shopping Experience On Using Recommedation Agents For Customer Loyalty, Victoria Y. Yoon, R. Eric Hostler, Zhiling Guo, Tor Guimaraes

Research Collection School Of Computing and Information Systems

Social media technologies have greatly facilitated the creation of many types of user-generated information, e.g., product rating information can be used to generate preference-based recommendation. As a decision support tool, a Recommendation Agent (RA) has been widely adopted by many e-commerce websites. The impact of RAs on online shopping has been extensively examined in the IS literature. However, from Marketing and Social Media perspectives, the widely adopted cognitive–affect–conative–action framework of customer loyalty has not been tested in the presence of RAs. Moreover, there has been little research assessing the impact of increasing consumer knowledge about specific product domains on customer …