A Study of Consumers’ Continuance Use Intention on Recommender System: Based on the Expectation Confirmation Theory

• Main Authors: WANG, YI-LUN, 王翌倫
• Other Authors: LIAO, CHE-CHEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/zhm9h6

碩士 === 國立中正大學 === 資訊管理系研究所 === 107 === The emergence of internet brings the rapid development of e-commerce. Most of the physical shops joined to the internet one after another which providing the consumers’ a more convenience and fast way to shop. With more and more consumers shop online, the quality of recommender system has become one of the important parts of e-commerce. Different with the prior studies which improved the algorithm of recommender system and the adoption intention of recommender system .The study regard online shopping as a long-term behavior and propose a more complete model based on the expectation-confirmation model ,which combined with the related variables that the prior studies had mentioned about recommender system. The study adopted online questionnaires, the research subjects were those consumers who had used the recommender system to shop in one year, we collected 412 valid questionnaires and use the structural equation modeling to validate the influence relationships among the variables in this research model. The result of study indicated that the consumers’ “Perceived Usefulness”, “Perceived Personalization”, “Perceived Enjoyment” positively affect consumers’ continuance use intention on recommender system; “Perceived Transparency” doesn’t influence the consumers’ continuance use intention on recommender system significantly. And we will explain it in discussions of the study and speculate the possible reasons. The research results have good inspiration for both academic theory and practical aspects.