The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach
A recommendation system serves as a key factor for improving e-commerce users’ satisfaction by providing them with more accurate and diverse suggestions. A significant body of research has examined the accuracy and diversity of a variety of recommendation systems. However, little is known about the...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-02-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/1/24 |
| _version_ | 1797240350028333056 |
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| author | Xinyue He Qi Liu Sunho Jung |
| author_facet | Xinyue He Qi Liu Sunho Jung |
| author_sort | Xinyue He |
| collection | DOAJ |
| description | A recommendation system serves as a key factor for improving e-commerce users’ satisfaction by providing them with more accurate and diverse suggestions. A significant body of research has examined the accuracy and diversity of a variety of recommendation systems. However, little is known about the psychological mechanisms through which the recommendation system influences the user satisfaction. Thus, the purpose of this study is to contribute to this gap by examining the mediating and moderating processes underlying this relationship. Drawing from the traditional task-technology fit literature, the study developed a moderated mediation model, simultaneously considering the roles of a user’s feeling state and shopping goal. We adopted a scenario-based experimental approach to test three hypotheses contained in the model. The results showed that there is an interaction effect between shopping goals and types of recommendation (diversity and accuracy) on user satisfaction. Specifically, when a user’s shopping goal aligns with recommendation results in terms of accuracy and diversity, the user satisfaction is enhanced. Furthermore, this study evaluated the mediating role of feeling right and psychological reactance for a better understanding of this interactive relationship. We tested the moderated mediation effect of feeling right and the psychological reactance moderated by the user shopping goal. For goal-directed users, accurate recommendations trigger the activation of feeling right, consequently increasing the user satisfaction. Conversely, when exploratory users face accurate recommendations, they activate psychological reactance, which leads to a reduction in user satisfaction. Finally, we discuss the implications for the study of recommendation systems, and for how marketers/online retailers can implement them to improve online customers’ shopping experience. |
| first_indexed | 2024-04-24T18:06:02Z |
| format | Article |
| id | doaj.art-75e1b1e718af49a2bcc26f22a5e1a831 |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-04-24T18:06:02Z |
| publishDate | 2024-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-75e1b1e718af49a2bcc26f22a5e1a8312024-03-27T13:50:21ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-02-0119144846610.3390/jtaer19010024The Impact of Recommendation System on User Satisfaction: A Moderated Mediation ApproachXinyue He0Qi Liu1Sunho Jung2School of Management, Kyung Hee University, Seoul 02447, Republic of KoreaSchool of Management, Kyung Hee University, Seoul 02447, Republic of KoreaSchool of Management, Kyung Hee University, Seoul 02447, Republic of KoreaA recommendation system serves as a key factor for improving e-commerce users’ satisfaction by providing them with more accurate and diverse suggestions. A significant body of research has examined the accuracy and diversity of a variety of recommendation systems. However, little is known about the psychological mechanisms through which the recommendation system influences the user satisfaction. Thus, the purpose of this study is to contribute to this gap by examining the mediating and moderating processes underlying this relationship. Drawing from the traditional task-technology fit literature, the study developed a moderated mediation model, simultaneously considering the roles of a user’s feeling state and shopping goal. We adopted a scenario-based experimental approach to test three hypotheses contained in the model. The results showed that there is an interaction effect between shopping goals and types of recommendation (diversity and accuracy) on user satisfaction. Specifically, when a user’s shopping goal aligns with recommendation results in terms of accuracy and diversity, the user satisfaction is enhanced. Furthermore, this study evaluated the mediating role of feeling right and psychological reactance for a better understanding of this interactive relationship. We tested the moderated mediation effect of feeling right and the psychological reactance moderated by the user shopping goal. For goal-directed users, accurate recommendations trigger the activation of feeling right, consequently increasing the user satisfaction. Conversely, when exploratory users face accurate recommendations, they activate psychological reactance, which leads to a reduction in user satisfaction. Finally, we discuss the implications for the study of recommendation systems, and for how marketers/online retailers can implement them to improve online customers’ shopping experience.https://www.mdpi.com/0718-1876/19/1/24feeling rightmoderated mediationpsychological reactancerecommendation systemuser shopping goal |
| spellingShingle | Xinyue He Qi Liu Sunho Jung The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach Journal of Theoretical and Applied Electronic Commerce Research feeling right moderated mediation psychological reactance recommendation system user shopping goal |
| title | The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach |
| title_full | The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach |
| title_fullStr | The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach |
| title_full_unstemmed | The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach |
| title_short | The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach |
| title_sort | impact of recommendation system on user satisfaction a moderated mediation approach |
| topic | feeling right moderated mediation psychological reactance recommendation system user shopping goal |
| url | https://www.mdpi.com/0718-1876/19/1/24 |
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