Effects of cognitive absorption on continuous use intention of AI-driven recommender systems in e-commerce

Acharya, Nirmal and Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 and Soar, Jeffrey ORCID: https://orcid.org/0000-0002-4964-7556 (2022) Effects of cognitive absorption on continuous use intention of AI-driven recommender systems in e-commerce. Foresight. pp. 1-15. ISSN 1463-6689


Abstract

Purpose: The applications of artificial intelligence (AI), natural language processing and machine learning in e-commerce are growing. Recommender systems (RSs) are interaction-based technologies based on AI that can offer recommendations for products for use or of interest to a potential consumer. Curiosity, focused immersion and temporal dissociation are often treated as the dimensions of cognitive absorption, so exploring them separately can provide valuable insights into their dynamics. The paper aims to determine the effect of the cognitive absorption dimensions namely focused immersion, temporal dissociation and curiosity independently on RSs continuous use intention. Design/methodology/approach: A quantitative research design was used to explore the effect of dimensions of cognitive absorption on AI-driven RSs continuous use intention in e-commerce. Data were gathered from 452 active users of Amazon through an online cross-sectional survey and were analysed using partial least squares structural equation modelling. Findings: The findings indicated that curiosity and focused immersion directly affect RSs continuous use intention, but temporal dissociation does not affect RSs continuous use intention. Originality/value: The current research focused on Amazon’s RSs that use AI and machine learning techniques. The research aimed to empirically explore the effects of the dimensions of cognitive absorption separately on AI-driven RSs continuous use intention in e-commerce. This research may be of interest to executives working in both public and private industries to better harness the potential of recommendations driven by AI to maximize RSs’ reuse and to enhance customer loyalty.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 26 May 2022 03:40
Last Modified: 26 May 2022 03:40
Uncontrolled Keywords: Artificial intelligence, Recommender systems, cognitive absorption, curiosity, focused immersion, temporal dissociation, continuous use intention.
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350607 Marketing technology
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2020): 22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220404 Computer systems
22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220407 Human-computer interaction
22 INFORMATION AND COMMUNICATION SERVICES > 2204 Information systems, technologies and services > 220403 Artificial intelligence
Identification Number or DOI: https://doi.org/10.1108/FS-10-2021-0200
URI: http://eprints.usq.edu.au/id/eprint/48579

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