Abstract
We investigate how consumers evaluate service value chains designed to create and deliver knowledge-based personalized recommendations. We conceptualize the underlying benefit trade-offs that consumers make in evaluating such systems as the manifestation of a psychological contract in which consumers contribute their personal information and effort in exchange for a more useful, tailored recommendation by the firm. Consumer benefit perceptions are differentially affected by the stages of such a system, and the context in which the use of a knowledge-based personalized recommendation system originates moderates the impact of consumer benefit perceptions on consumer willingness to use such systems.
Original language | English |
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Pages (from-to) | 855-855 |
Number of pages | 1 |
Journal | Advances in Consumer Research |
Volume | 36 |
Issue number | 1 |
Publication status | Published - 2009 |