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The effects of personalized recommendations on perceived switching costs: The mediation roles of customer satisfaction and habits

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Publicado en:Electronic Markets vol. 35, no. 1 (Dec 2025), p. 80
Autor principal: Xu, Li
Otros Autores: Sun, Yide, Hsu, Yuan-Teng, Chiu, Ya-Ling
Publicado:
Springer Nature B.V.
Materias:
Netflix Inc
Consumer behavior
Recommender systems
Technological change
Markets
Habits
Client satisfaction
Costs
Efficiency
Marketing
User needs
Expenditures
Hypotheses
Trade
Consumption
Innovations
Decision making
Electronic commerce
Algorithms
Customers
Customer retention
Customization
Consumer protection
User behavior
Customer satisfaction
User experience
Loyalty
Structural equation modeling
Mediation
Shopping
Ethics
User interface
Consumers
Artificial intelligence
Satisfaction
Acceso en línea:Citation/Abstract
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Resumen:As e-commerce evolves, personalized recommendations have become essential for enhancing user experience and website stickiness, yet their impact on customer behavior remains unclear. This study examines how personalized recommendations affect perceived switching costs, focusing on the mediating roles of customer satisfaction and habits, and the moderating effects of consumption levels. Using structural equation modeling on Survey data from 512 Taobao users, findings reveal that personalized recommendations significantly enhance customer satisfaction and habit formation, which fully mediate their impact on perceived switching costs. Additionally, the influence of these mediators varies by consumption level: habits have a stronger effect on perceived switching costs in high-spending groups, while customer satisfaction is more pivotal for low-spending groups. These insights highlight the need for e-commerce platforms to tailor marketing strategies to different customer segments. The study also emphasizes balancing technological innovation, user experience, and consumer rights in the digital marketplace.
ISSN:1019-6781
1422-8890
DOI:10.1007/s12525-025-00829-0
Fuente:ABI/INFORM Global