| Abstract [eng] |
The aim of this research was to examine the factors that determine the intention to use recommendation systems in e-shops. Research was based on the models of Technology Acceptance, Theory of Planned Behavior and Technology Readiness, with integrated factors of trust and perceived privacy risk. The study consists of three main parts: a review of the scientific literature, research and data analysis, conclusions and recommendations. An analysis of the literature has revealed that recommendation systems contribute positively to a better consumer experience when visiting e-shops. However, successful adoption of the technology relies not only on technological solutions, but also on consumer’s behavior. Taking into consideration two different product types, 339 research participants assessed the perceived technological qualities of recommendation systems, their attitudes, trust, privacy risks, perceived behavioral control and personality aspects on using the technology. The results have revealed that consumers’ intention to use the recommendation system is strongly determined by their positive attitude towards the system. Findings reveal that consumers perceive recommendation systems as useful, easy to use, reliable and as a beneficial tool in their shopping experience. Browsing and behavioral data of individuals are crucial elements for recommendation systems to operate. The results show that consumers‘ attitudes are negatively determined by concerns about data disclosure. Therefore, it is important to build consumer’s trust towards the system, thus reducing his/her privacy risks. Moreover, the results of the study confirmed the influence of perceived behavioral control on behavioral intentions which increases when consumers are considering utilitarian products (electronic goods). The influence of personality differences has indicated that consumers who are more innovative and optimistic towards technology form stronger recommendation system usage intentions. |
