Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model

This study aims to extend expectation-confirmation model (ECM) of IS continuance based on effort-accuracy model (EAM) for predicting and explaining continuous usage of online product recommendation (OPR) that has been ignored in prior literature. The proposed OPR continuance model, incorporating the...

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Autores principales:	Muhammad Ashraf, Jamil Ahmad, Asad Afzal Hamyon, Muhammad Ramzan Sheikh, Wareesa Sharif
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	online product recommendation decision effort decision quality usefulness satisfaction opr continuance intention Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/55f6be38a0754b1c8ec4060ae42839b4
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id	oai:doaj.org-article:55f6be38a0754b1c8ec4060ae42839b4
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spelling	oai:doaj.org-article:55f6be38a0754b1c8ec4060ae42839b42021-12-02T17:00:35ZEffects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model2331-197510.1080/23311975.2020.1735693https://doaj.org/article/55f6be38a0754b1c8ec4060ae42839b42020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1735693https://doaj.org/toc/2331-1975This study aims to extend expectation-confirmation model (ECM) of IS continuance based on effort-accuracy model (EAM) for predicting and explaining continuous usage of online product recommendation (OPR) that has been ignored in prior literature. The proposed OPR continuance model, incorporating the post-adoption beliefs of perceived usefulness, perceived decision quality and perceived decision effort, was empirically validated with data collected from an online survey of 626 existing users of the OPR. Results indicated a good explanatory power of the OPR continuance model (R2 = 62.1% of OPR continuance intention, R2 = 53% of satisfaction, R2 = 50.5% of perceived usefulness, and R2 = 9% of perceived decision effort, and R2 = 72.3% of perceived decision quality), with all major paths supported except one. We also analysed the data on the original ECM that reveals lower variances explained compared to the OPR continuance model (D6% in OPR continuance intention, D5.1% in customer satisfaction, and D3.2% in perceived usefulness). The salient effect of perceived decision quality signifies that the nature of the IS can be an important boundary condition in understanding the continuance behaviour. At a practical level, this study presents deeper insights into how to address users’ satisfaction and continued patronage.Muhammad AshrafJamil AhmadAsad Afzal HamyonMuhammad Ramzan SheikhWareesa SharifTaylor & Francis Grouparticleonline product recommendationdecision effortdecision qualityusefulnesssatisfactionopr continuance intentionBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	online product recommendation decision effort decision quality usefulness satisfaction opr continuance intention Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	online product recommendation decision effort decision quality usefulness satisfaction opr continuance intention Business HF5001-6182 Management. Industrial management HD28-70 Muhammad Ashraf Jamil Ahmad Asad Afzal Hamyon Muhammad Ramzan Sheikh Wareesa Sharif Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
description	This study aims to extend expectation-confirmation model (ECM) of IS continuance based on effort-accuracy model (EAM) for predicting and explaining continuous usage of online product recommendation (OPR) that has been ignored in prior literature. The proposed OPR continuance model, incorporating the post-adoption beliefs of perceived usefulness, perceived decision quality and perceived decision effort, was empirically validated with data collected from an online survey of 626 existing users of the OPR. Results indicated a good explanatory power of the OPR continuance model (R2 = 62.1% of OPR continuance intention, R2 = 53% of satisfaction, R2 = 50.5% of perceived usefulness, and R2 = 9% of perceived decision effort, and R2 = 72.3% of perceived decision quality), with all major paths supported except one. We also analysed the data on the original ECM that reveals lower variances explained compared to the OPR continuance model (D6% in OPR continuance intention, D5.1% in customer satisfaction, and D3.2% in perceived usefulness). The salient effect of perceived decision quality signifies that the nature of the IS can be an important boundary condition in understanding the continuance behaviour. At a practical level, this study presents deeper insights into how to address users’ satisfaction and continued patronage.
format	article
author	Muhammad Ashraf Jamil Ahmad Asad Afzal Hamyon Muhammad Ramzan Sheikh Wareesa Sharif
author_facet	Muhammad Ashraf Jamil Ahmad Asad Afzal Hamyon Muhammad Ramzan Sheikh Wareesa Sharif
author_sort	Muhammad Ashraf
title	Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
title_short	Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
title_full	Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
title_fullStr	Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
title_full_unstemmed	Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model
title_sort	effects of post-adoption beliefs on customers’ online product recommendation continuous usage: an extended expectation-confirmation model
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/55f6be38a0754b1c8ec4060ae42839b4
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Effects of post-adoption beliefs on customers’ online product recommendation continuous usage: An extended expectation-confirmation model

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