Acceptance of recommendations to buy in online retailing |
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| Authors: | Daniel Baier Eva Stüber |
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| Institution: | 1. Assistant Professorship for Information Systems with a focus on Electronic Commerce, Faculty of Business Administration and Economics, University of Passau, Innstr. 43, Passau 94032, Germany;2. Chair for Information and Market Design, Institute of Information Systems and Marketing, Karlsruhe Institute for Technology, Germany;3. Professorship for Management Information Systems, Department of Management Information Systems, University of Regensburg, Germany;4. Chair of Information Systems and Electronic Services, Technical University Darmstadt, Germany |
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| Abstract: | Nowadays, many online shops try to improve their customer service by personalization. Personal welcomings, individual assistance as well as recommendations to inform and buy are getting an integral part of the customer communication. These new elements are assumed to increase the retailer's share of wallet and – ideally at the same time – the customer's satisfaction with the online shop. However, till date only few studies have analyzed which external factors influence the customer's acceptance of such assistance. This paper closes this gap by an experiment, where a modified Technology Acceptance Model is used for measuring the customer's acceptance. Volunteers are offered an online shopping experience with individually generated recommendations to buy. The results show a high acceptance of the generated recommendations and how close this acceptance is connected to the quality and shopping relevance of the recommendations. Even though the results are limited to the specific recommendation types used, they give important implications for an adequate design of modern online shops. |
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