The Effect Of Online Product Recommendation System On Consumer Behavior: Vietnameses E-Commerce Websites.

23 Pages Posted: 18 Feb 2021 Last revised: 22 Jul 2021

See all articles by Phu Nguyen

Phu Nguyen

Vietnam National University - Ho Chi Minh City (VNU-HCM)

Date Written: January 7, 2021

Abstract

Online Product Recommendation (OPR) systems offered by Ecommerce website are crucial in providing real-time product
recommendations based on customers’ past behavior and references,
contributing a significant impact on increasing purchasers’ satisfaction,
boosting websites’ revenue through up-selling or cross-selling, and settling
a long-term relationship between websites and customers. This research
model was developed to investigate how positive and negative
characteristics of OPR’s quality influence purchasers’ decision-making
process and their time spent while surfing E-commerce websites, and how
these two factors conclusively affect customer loyalty. The results point out
that customer loyalty is significantly influenced by decision making quality
and is negatively affected by customer time wasted. There are positive
relationships between Content relevance, vividness and the DMQ; positive
association between deceptiveness, information overload and customer
time wasted. The results of this research can be utilized by E-commerce
websites to optimize their Product Recommendation system to gain more
customer loyalty and be a strong player in the market

Keywords: Performance Measurement ;Vietnamese E-commerce, Online Product Recommendation system, Customer loyalty, decision making quality, Consumer Behavior

Suggested Citation

Nguyen, Phu, The Effect Of Online Product Recommendation System On Consumer Behavior: Vietnameses E-Commerce Websites. (January 7, 2021). Available at SSRN: https://ssrn.com/abstract=3761654 or http://dx.doi.org/10.2139/ssrn.3761654

Phu Nguyen (Contact Author)

Vietnam National University - Ho Chi Minh City (VNU-HCM) ( email )

6 Quarter, Linh Trung Ward
Thu Duc District
Ho Chi Minh City
Vietnam

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