Volume 10, Number 2, December 2020
| The Effect of Online Product Recommendation System on Consumer Behavior: Vietnameses E-Commerce Websites |
Phu-Nguyen Hoang 1*, Tho-Le Duy 1
Abstract
Online Product Recommendation (OPR) systems offered by E-commerce 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
1 School of Business, Vietnam National University, Thu Duc District, Ho Chi Minh city, Vietnam
* Corresponding Author, E-mail: nhphu@hcmiu.edu.vn