The influence of online cross-recommendation on consumers’ instant cross-buying intention: The moderating role of decision-making difficulty

Abstract

Purpose

The purpose of this paper is to understand the effect of online cross-recommendation of products from e-retailers on consumers’ instant cross-buying intention, and compare the effect between the contexts that the decision making on focal product is difficult and easy.

Design/methodology/approach

Based on the information adoption model, this paper develops a theoretical model to investigate how online cross-recommendation of products from e-retailers influence consumers’ instant cross-buying intention. Empirical data were collected from 224 online shoppers. The Partial Least Squares technique was used to test the proposed research model.

Findings

Choice confidence on focal product and perceived usefulness of cross-buying is the antecedents of instant cross-buying intention. Brand awareness of recommended product, one-stop shopping convenience, and perceived price advantage are the antecedents of perceived usefulness of cross-buying and choice confidence on focal product when the decision making on focal product is difficult, whereas brand awareness is not when it is easy to make focal product decision. Choice confidence on focal product positively affects perceived usefulness of cross-buying when it is easy to make focal product decision, whereas the effect is not significant when the decision making on focal product is difficult.

Originality/value

Knowledge about the effect of online cross-recommendation of products on instant cross-buying intention is scarce. This study reveals the psychological mechanism of the effect of online cross-recommendation of products on consumers’ instant cross-buying intention and finds that decision-making difficulty on focal product is an important moderator.

Citation

Zhu, D.H., Wang, Y.W. and Chang, Y.P. (2018), "The influence of online cross-recommendation on consumers’ instant cross-buying intention: The moderating role of decision-making difficulty", Internet Research, Vol. 28 No. 3, pp. 604-622. https://doi.org/10.1108/IntR-05-2017-0211