Investigating the impacts of recommendation agents on impulsive purchase behaviour

H. Zhu, Z.F. Yang, Carol Ou, H.W. Liu, R.M. Davison

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

5 Citations (Scopus)


The usage of recommendation agents (RAs) in the online marketplace can help consumers to locate their desired products. RAs can help consumers effectively obtain comprehensive product information and compare their candidate target products. As a result, RAs have affected consumers’ shopping behaviour. In this study, we investigate the usage and the influence of RAs in the online marketplace. Based on the Stimulus-Organism-Response (SOR) model, we propose that the stimulus of using RAs (informativeness, product search
effectiveness and the lack of sociality stress) can affect consumers’ attitude (perceived control and satisfaction), which further affects their behavioural outcomes like impulsive purchase. We validate this research model with survey data from 157 users of RAs. The data largely support the proposed model and indicate that the RAs can significantly contribute to impulsive purchase behaviour in online marketplaces. Theoretical and practical contributions are discussed.
Original languageEnglish
Title of host publicationProceedings of 26th Australasian Conference on Information Systems (ACIS 2015)
Place of PublicationAdelaide
Publication statusPublished - 2015
Event26th Australasian Conference on Information Systems - Adelaide, Australia
Duration: 30 Nov 20154 Dec 2015


Conference26th Australasian Conference on Information Systems
Abbreviated titleACIS 2015


  • recommendation agent (RA)
  • impulsive purchase
  • perceived control
  • lack of sociality stress
  • the Stimulus-Organism-Response (SOR) Model


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