RT Journal Article
T1 Online Recommendation Systems: Factors Influencing Use in E-Commerce
A1 Cabrera Sánchez, Juan Pedro
A1 Ramos de Luna, Iviane
A1 Carvajal Trujillo, Elena
A1 Villarejo Ramos, Ángel Francisco
AB The increasing use of artificial intelligence (AI) to understand purchasing behavior has led tothe development of recommendation systems in e-commerce platforms used as an influential elementin the purchase decision process. This paper intends to ascertain what factors affect consumers’adoption and use of online purchases recommendation systems. In order to achieve this objective,the Unified Theory of Adoption and Use of Technology (UTAUT 2) is extended with two variables thatact as an inhibiting or positive influence on intention to use: technology fear and trust. The structuralmodel was assessed using partial least squares (PLS) with an adequate global adjustment on a sampleof 448 users of online recommendation systems. Among the results, it’s highlighted the importanceof the inhibiting role of technology fear and the importance that users attach to the level of perceivedtrust in the recommendation system are highlighted. The performance expectancy and hedonicmotivations have the greatest influence on intention to use these systems. Based on the results,this work provides a relevant recommendation to companies for the design of their e-commerceplatforms and the implementation of online purchase recommendation systems.
PB MDPI
SN 2071-1050
YR 2020
FD 2020-10
LK http://hdl.handle.net/10272/19682
UL http://hdl.handle.net/10272/19682
LA eng
NO Cabrera Sánchez, J. P., Ramos de Luna, I., Carvajal Trujillo, E., & Villarejo Ramos, Á. F. (2020). Online Recommendation Systems: Factors Influencing Use in E-Commerce. Sustainability, 12(21), 8888. DOI: https://doi.org/10.3390/su12218888
DS Repositorio Institucional de la Universidad de Huelva
RD 31 may 2026