Influence of Information Quality by Recommendation System on Purchase Intention Mediated by Perceived Ease of Use and Perceived Usefulness

Social media has become crucial in influencing consumer behavior, especially among Gen-Z, who are its frequent users. This study investigates the impact of information quality by recommendation system on purchase intention, with the mediating roles of perceived ease of use and perceived usefulness, which are the main constructs of the Technology Acceptance Model (TAM). While previous studies have examined the direct effects of information quality, perceived ease of use, and perceived usefulness on purchase intention, there has been no research on the mediating role of both perceived ease of use and perceived usefulness on the relationship between information quality by recommendation system and purchase intention. This study uses a quantitative approach, collecting data from 232 active Gen-Z social media users in Jakarta, Indonesia. The results of this study indicate that information quality by recommendation system has a significant and positive effect on purchase intention, and this effect is strengthened by the mediating factors of perceived ease of use and perceived usefulness. These findings aim to provide insights for marketers and platform developers who are trying to improve the effectiveness of information quality by social media recommendations to increase Gen-Z's purchase intention.