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The Study Of E-commerce Recommendation System Satisfaction

Posted on:2015-11-01Degree:MasterType:Thesis
Country:ChinaCandidate:D J CaoFull Text:PDF
GTID:2309330434457218Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
E-commerce recommendation system adapted to individual customers’preferences and tastes are one IT-enabled strategy that has been widely adopted bye-commerce enterprise to enhance customers’ shopping experience.Although manyE-business have implemented e-commerce recommendation system on theirelectronic storefronts, theory and empirical evidence for the effects ofrecommendation system on customer satisfaction and loyalty is sparse, and the limitedanecdotal evidence is contradictory. Therefore, Exploring the relationship between thee-commerce recommendation system and customer satisfaction and is very necessary.The purpose of this study is to solve the following two problems: first, dorecommendation system generate value for e-commerce enterprise, namely dorecommendation system will improve customer satisfaction with online shopping andsite loyalty? The second, what are the main factors which Effect therecommendation system success (i.e. recommendation system satisfaction)?This paper draw upon American Customer Satisfaction Index(ACSI)model,technology accept model(TAM) and information system success model todevelop the model of e-commerce recommendation system satisfaction. The model ofe-commerce recommendation system satisfaction put recommendation systemsatisfaction in a causality chain.The causality chain begins with thefactors(recommendation system perceived quality, customer expectations andcustomer knowledge) affecting recommendation system satisfaction, end with theoverall customer satisfaction and customer sites loyalty. Research data collected froman online questionnaire, used for estimating and correcting the model and testing thehypothesis.The empirical results show that customer satisfaction with the recommendationsystem is directly impacted by the customer expectations and perceived usefulness,customer knowledge indirectly effect recommendation system satisfaction throughcustomer expectations and perceived usefulness. And there is no significantcorrelation between recommendation systems perceived ease of use andrecommendation system satisfaction. Empirical results also indicate thatrecommendation system satisfaction is positively associated with overall customersatisfaction, and overall satisfaction is positively associated with customer site loyalty.But there is no significant correlation between recommendation systems satisfaction and customer site loyalty. According to the model estimation results withdisaggregated data show that compared to women, men ’s satisfaction with therecommendation system will be more influential for their overall satisfaction;compared to the online consumers of central region, the eastern region onlineconsumers’ satisfaction of the recommendation system will be more influential fortheir overall satisfaction; when customers buy clothing products, there is a significantpositive effect between customer knowledge and perceived usefulness, while thepurchase of entertainment products, customer knowledge has no significant effect toperceived usefulness.
Keywords/Search Tags:E-commerce recommendation system satisfaction, customer satisfaction, perceived usefulness, perceived ease of use, customer knowledge, customer expecttation, customer site loyalty
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