标题：THE MEDIATION EFFECT OF TRUSTING BELIEFS ON THE RELATIONSHIP BETWEEN EXPECTATION-CONFIRMATION AND SATISFACTION WITH THE USAGE OF ONLINE PRODUCT RECOMMENDATIONS
摘要：Online Product Recommendations (OPRs) are increasingly available to online customers as a value-added self-service in evaluating and choosing a product.Research has highlighted several advantages that customers can gain from using OPRs.However,the realization of these advantages depends on whether and to what extent customers embrace and fully utilise them.The relatively low OPR usage rate indicates that customers have not yet developed trust in OPRs’ performance.Past studies also have established that satisfaction is a valid measure of system performance and a consistent significant determinant of users’ continuous system usage.Therefore,this study aimed to examine the mediation effect of trusting beliefs on the relationship between expectation-confirmation and satisfaction.The proposed research model is tested using data collected via an online survey from 626 existing users of OPRs.The empirical results revealed that social-psychological beliefs (perceived confirmation and trust) are significant contributors to customer satisfaction with OPRs.Additionally,trusting beliefs partially mediate the impact of perceived confirmation on customer satisfaction.Moreover,this study validates the extensions of the interpersonal trust construct to trust in OPRs and examines the nomological validity of trust in terms of competence,benevolence,and integrity.The findings provide a number of theoretical and practical implications.
其他摘要：Rekomendasi Produk Online (OPRs) semakin banyak tersedia bagi pelanggan online.Rekomendasi tersebut merupakan layanan mandiri yang memberikan nilai tambah dalam mengevaluasi dan memilih produk.Penelitian ini bertujuan untuk menguji pengaruh mediasi kepercayaan terhadap hubungan antara harapan-konfirmasi dan kepuasan pelanggan.Model penelitian diuji dengan menggunakan data yang dikumpulkan melalui survei online dari 626 pengguna OPR yang ada.Hasil empiris menunjukkan bahwa kepercayaan sosial-psikologis (perceived confirmation and trust) merupakan kontributor signifikan terhadap kepuasan pelanggan terhadap OPR.Selain itu,kepercayaan memediasi secara parsial dampak dari konfirmasi yang dirasakan terhadap kepuasan pelanggan.Penelitian ini juga memberikan sejumlah implikasi teoritis dan praktis.
