The Effect Of Online Product Recommendation System On Consumer Behavior : Vietnameses E-Commerce Websites

Online Product Recommendation (OPR) systems offered by Ecommerce website are crucial in providing real-time productrecommendations based on customers’ past behavior and references,contributing a significant impact on increasing purchasers’ satisfaction,boosting websites’ revenue through up-selling or cross-selling, and settlinga long-term relationship between websites and customers. This researchmodel was developed to investigate how positive and negativecharacteristics of OPR’s quality influence purchasers’ decision-makingprocess and their time spent while surfing E-commerce websites, and howthese two factors conclusively affect customer loyalty. The results point outthat customer loyalty is significantly influenced by decision making qualityand is negatively affected by customer time wasted. There are positiverelationships between Content relevance, vividness and the DMQ; positiveassociation between deceptiveness, information overload and customertime wasted. The results of this research can be utilized by E-commercewebsites to optimize their Product Recommendation system to gain morecustomer loyalty and be a strong player in the market