Consumer response to online recommendation systems and the moderating role of product knowledge and product involvement.

摘要

The focus of this study is on average ratings provide by two different types of search engine endorsement with different source characteristics, specifically institutions with sponsored results versus non-sponsored results. Using a model of consumer motive attributions and the subsequent creation of source credibility, brand attitude, and purchase intent, this study examines consumer response to sponsored vs. non-sponsored product website recommendations made by search engines. The study manipulated the conditions of the sponsorship of a recommended website and, using involvement and knowledge as measured variables, created a 2 (recommendation systems: Non-Sponsored Results vs. Sponsored Results) x 2 (product knowledge: more vs. less) x 2 (involvement: high vs. low) design. This study expected that subjects who were exposed to Non-Sponsored Results recommendation systems would have more positive attributions about the information than those who were exposed to Sponsored Results recommendation systems. In addition, product knowledge and product involvement were expected to moderate the different effects of the two recommendation systems. The results show that the effects of the recommendation type are dependent on levels of product knowledge and involvement. The type of recommendation influences the perceived credibility of recommendations and purchase intention.