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Influence of informational factors on purchase intention in social recommender systems

Xue Yang (Zhejiang University of Finance and Economics, Hangzhou, China)

Online Information Review

ISSN: 1468-4527

Article publication date: 3 December 2018

Issue publication date: 9 June 2020

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713

Abstract

Purpose

Social recommender systems have recently gained increasing popularity. The purpose of this paper is to investigate the influences of informational factors on purchase intention in social recommender systems.

Design/methodology/approach

Specifically, this study validated the mediating effect of trust in recommendations and the perceived value between informational factors and consumers’ purchase intention.

Findings

The results confirm that recommendation persuasiveness was a strong predictor of trust in recommendations and perceived value. Recommendation completeness was positively related to trust in recommendations and perceived value as well. Trust in recommendations and perceived value was found to be strong drivers of purchase intention.

Originality/value

The author identifies two sets of informational factors, i.e. recommendation persuasiveness and recommendation completeness, which are relevant to consumer attitudes. The current study proved that informational factors on consumers’ purchase intention are fully mediated through trust in recommendations and perceived value.

Keywords

Acknowledgements

This paper forms part of the special section on Social recommender systems: impact on individual life and society.

Citation

Yang, X. (2020), "Influence of informational factors on purchase intention in social recommender systems", Online Information Review, Vol. 44 No. 2, pp. 417-431. https://doi.org/10.1108/OIR-12-2016-0360

Publisher

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Emerald Publishing Limited

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