Technology Acceptance Model for Enhanced Shopping Experience Through Online Recommendation Agent

Nowadays, a company’s website has become one of the typical touchpoints of interaction enabling customers to gain more valuable knowledge about the provided products and services. However, websites tend to contain an abundant amount of information that might overwhelm customers and disturb their willingness to purchase. One of the solutions to facilitate the search process on the website is an Online Recommendation Agent (RA). As a result, this study employs user usability testing and the technology acceptance model (TAM) to investigate the user perception and acceptance of the online RA for enhanced product search on the Danish manufacturing company’s webpage. The study results present factors influencing consumers’ intention to adopt online RA, and challenges the company has to tackle for successful integration of the product finder to grant customers a better tailored and consistent shopping experience.