Investigating Customers' Behavioral Intention in Adopting Smart Recommendation Systems for Product Purchases: An Extension of the UTAUT2 Model

The purpose of this study is to examine the characteristics that determine potential customers’ behavioral intention to use smart recommendation systems when making product selections in mobile apps. The data is gathered via an online questionnaire from 150 potential consumers who frequently make purchases through mobile applications. The framework is the modified version of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). It included six constructs: effort expectancy, performance expectancy, price value, habit, eWOM messages and economic rewarding. Structural Equation Modelling with SMARTPLS 3.0 is used to examine the data. The findings indicated that all factors except for habit had a positive impact on potential customers’ behavioral intention to use smart tourism recommendation systems. The study results also provide practical implications, especially for rural live commerce entrepreneurs and tourism related e-commerce companies.