He, X.; Liu, Q.; Jung, S. The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach. J. Theor. Appl. Electron. Commer. Res.2024, 19, 448-466.
He, X.; Liu, Q.; Jung, S. The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 448-466.
He, X.; Liu, Q.; Jung, S. The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach. J. Theor. Appl. Electron. Commer. Res.2024, 19, 448-466.
He, X.; Liu, Q.; Jung, S. The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 448-466.
Abstract
A significant body of research has examined the accuracy and diversity of several types of recommendation systems. However, little is known about the psychological mechanisms underlying the effects of the different types of recommendation systems on user satisfaction. The findings of our experiment showed that user satisfaction is influenced by shopping goal. Specifically, when a user’s shopping goal aligns with the type of recommendation system, the user satisfaction is enhanced. Our study evaluated the mediating role of feeling right and psychological reactance for a better understanding of this relationship. We further tested the moderated mediation effect of feeling right and 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.
Copyright:
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