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Consumer participation in using online recommendation agents: effects on satisfaction, trust, and purchase intentions

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  • Pratibha A. Dabholkar
  • Xiaojing Sheng

Abstract

Online product recommendation agents (RAs) are gaining greater strategic importance as a critical touch-point between marketers and consumers. Yet, the role of consumer participation in using RAs has not been examined. This study shows that greater consumer participation in using an RA leads to more satisfaction, greater trust, and higher purchase intentions, related to the RA and its recommendations. In contrast, the financial risk (associated with the product under consideration) reduces satisfaction, trust, and purchase intentions, and it also moderates the effect of consumer participation on these same variables. The findings extend the literature and suggest actionable implications for marketing strategy.

Suggested Citation

  • Pratibha A. Dabholkar & Xiaojing Sheng, 2011. "Consumer participation in using online recommendation agents: effects on satisfaction, trust, and purchase intentions," The Service Industries Journal, Taylor & Francis Journals, vol. 32(9), pages 1433-1449, September.
    • Handle: RePEc:taf:servic:v:32:y:2011:i:9:p:1433-1449
    DOI: 10.1080/02642069.2011.624596
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    Cited by:

    1. Gurjeet Kaur Sahi & Sanjeewani Sehgal & Rita Sharma, 2017. "Predicting Customers Recommendation from Co-creation of Value, Customization and Relational Value," Vikalpa: The Journal for Decision Makers, , vol. 42(1), pages 19-35, March.

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