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The Effects of Online Shopping Trust and Recommendation System Trust on the Customer Cross-Buying Intention: The Moderation Effect of Shopping Interest

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Online product recommendation systems(OPRS) are gaining greater strategic importance as a critical touch-point between marketers and customers. This study investigates the effects of online shopping trust and product recommendation system trust on the cross-buying intention. Previous studies only studied the cognitive aspect while this study divided customer trust into cognitive and social trust. The findings of this study reveal that trust in the recommendation system was found to have a positive effect on cross-purchase intention, but online shopping trust indirectly affects cross-purchase intention. The results also indicate that the moderating effect of shopping interest significantly affects the relationship between the recommendation system trust and the cross-buying intention. We verify the effect of online shopping mall trust and recommendation system trust on consumers' cross-purchase intentions with a structural equation model. These results would help marketers to develop and manage their marketing strategy that can expand and increase profits.

Abstract

Online product recommendation systems(OPRS) are gaining greater strategic importance as a critical touch-point between marketers and customers. This study investigates the effects of online shopping trust and product recommendation system trust on the cross-buying intention. Previous studies only studied the cognitive aspect while this study divided customer trust into cognitive and social trust. The findings of this study reveal that trust in the recommendation system was found to have a positive effect on cross-purchase intention, but online shopping trust indirectly affects cross-purchase intention. The results also indicate that the moderating effect of shopping interest significantly affects the relationship between the recommendation system trust and the cross-buying intention. We verify the effect of online shopping mall trust and recommendation system trust on consumers' cross-purchase intentions with a structural equation model. These results would help marketers to develop and manage their marketing strategy that can expand and increase profits.

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