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The Mediation Effect of Trusting Beliefs on The Relationship between Expectation-Confirmation and Satisfaction with The Usage of Online Product Recommendation

South East Asian Journal of Management

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Title The Mediation Effect of Trusting Beliefs on The Relationship between Expectation-Confirmation and Satisfaction with The Usage of Online Product Recommendation
 
Creator Muhammad Ashraf; University of Malaya
Noor Ismawati Jaafar; University of Malaya
Ainin Sulaiman; University of Malaya
 
Subject Online product recommendations, expectation-confirmation, trust, satisfaction
 
Description Online Product Recommendations (OPRs) are increasingly available to onlinecustomers as a value-added self-service in evaluating and choosing a product.Research has highlighted several advantages that customers can gain from usingOPRs. However, the realization of these advantages depends on whether and towhat extent customers embrace and fully utilise them. The relatively low OPR usagerate indicates that customers have not yet developed trust in OPRs’ performance.Past studies also have established that satisfaction is a valid measure of systemperformance and a consistent significant determinant of users’ continuous systemusage. Therefore, this study aimed to examine the mediation effect of trustingbeliefs on the relationship between expectation-confirmation and satisfaction. Theproposed research model is tested using data collected via an online survey from626 existing users of OPRs. The empirical results revealed that social-psychologicalbeliefs (perceived confirmation and trust) are significant contributors to customersatisfaction with OPRs. Additionally, trusting beliefs partially mediate the impactof perceived confirmation on customer satisfaction. Moreover, this study validatesthe extensions of the interpersonal trust construct to trust in OPRs and examinesthe nomological validity of trust in terms of competence, benevolence, andintegrity. The findings provide a number of theoretical and practical implications. 
 
Publisher Department of Management, Faculty of Economics and Business, Universitas Indonesia
 
Contributor —
 
Date 2016-06-01
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/tseajm/article/view/7706
 
Source The South East Asian Journal of Management; ##issue.vol## 10, ##issue.no## 1 (2016): April 2016
 
Language en
 
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