An integrated framework For modelling the adoptive behaviour of online product recommendations

A new-product recommendation system supports users in making buying decisions. The method representing recommending results in accordance with users´ preferences is one of the crucial technologies for persuading users to adopt the recommendations. A body of literature proposes technical improvements in recommendation systems (RS). However, the research that investigates users´ behaviour toward adopting results presented by the RS is scarce. This paper targets the online scenario that customers provide post-purchase opinions; in this case, e-word-of-mouth (eWOMs). It investigates the choice model in terms of adoptive and evaluative behaviour of the eWOMs receivers (users of the recommendation systems). This paper presents ongoing research that proposes an integrated framework that links literature on the use of product recommendation systems.