The Role of Cognitive Absorption in Recommender System Reuse

E-commerce is the trade of services and goods via electronic means such as Internet. It critical in today’s business user experience. Most current e-commerce websites employ various technologies recommender systems to provide customers with personalised recommendations. Taking this a cue, study investigates effect cognitive absorption estimate holistic experience on shoppers’ intentions reuse systems. Data collected from 366 online shoppers were analysed using structural equation modelling test proposed hypotheses. The findings highlight that directly indirectly affects behavioural results also exposed moderating gender An importance-performance map analysis was conducted identify significant areas improvement for e-vendors. This contributes advancing existing knowledge relevant provides e-vendor managers insights into decision making.