E-commerce recommender application in Taiwan

This study attempted to discover the effects of the consumers' behavior characteristics, characters of recommender systems, and external factors on willingness to accept recommender systems based on the “Technology Acceptance Model” (TAM). The study revealed that when consumers perceived higher ease of use of recommender system, they felt the recommender system was more useful; furthermore, the higher the usefulness and ease of use they recognized, the higher their willingness to accept the recommender system. The results of this study provide suggestions to e-commerce stores to design variety functions into their recommender system and apply individualized service.