The Moderating Influence of Personality and Situational Variables on the Effect of Recommendation Agents on Perceived Decision Quality and Perceived Information Quality

摘要

The proposed study provides a broader conceptualization of Recommendation Agent (RA) functionalities in the e-commerce context and tests the moderating effects of three individual traits, perception style, judgment style and category knowledge on two search outcome variables: perceived information quality and perceived decision quality. The moderating effect of a situational variable, product complexity, is also considered on the relationships between RA functionalities and search outcomes. Finally, the relevance of the findings of our proposed study to both researchers and practitioners in the field of e-commerce are discussed.