Research on the effect of the recommendation system on customer online shopping experience

In context of keen competition among the online shopping platforms, sellers and developers are finding critical factors of recommendation system that could impact customer experience. In consideration of this, we propose a research model that examines the effects of two characteristics of recommendation, i.e. recommended way and recommendation performance, on customer online shopping experience. The model was tested on a sample of 108 online consumers. The results support our research hypotheses partially. The findings of this study are expected to provide some suggestions for sellers on promoting sales of online goods.