The Perception of Exploratory Browsing and Trust With Recommender Websites

Abstract

In view of information overflow on the web, the use of recommender systems seems to be an appropriate means by which to organize information that targets preferences. The purpose of this article is to present a novel model explaining the satisfaction with recommender websites integrating emerging influential factors such as trust, exploratory browsing, and personal factors. Three recommender systems were tested to support a model applicable for different product categories. All three recommenders suggest that trust plays a particularly strong role in the support of the decision-making and purchasing process. Web operators therefore should focus on their role as a “trusted friend” as opposed to “hierarchical controller” of user behavior.